VW’s new U.S. CEO: The tipping point on EVs is already here Page 2

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Volkswagen ID Buzz Concept

Volkswagen ID Buzz Concept


Keough, who steered Audi of America through tremendous growth, couldn’t yet discuss how Volkswagen of America will change under his direction. But he did give some insights on how VW electric vehicles will be marketed.

Electric for all

“The power we want to bring to it is that we come into the market at the price point, at the build quality, at the coolness, and now you’re going to get: ‘I thought those things were all for $85,000 for people in Silicon Valley; I thought they were for doctors in Portland. Wait, you have one? I’m kind of like you.’ And away you go.”

READ MORE: Will Volkswagen's electric Microbus be made in the USA?

The production-bound versions of the I.D. concepts, like the I.D. Buzz, the revived Microbus, earned reactions he describes as profound and magical. “These are reactions we haven’t gotten from cars in 20, 30 years.” he said. “You all know when you get a reaction from a car; and when you start to see things like that, you’re like, okay, something’s happening here.”

“We’re going to go into a much more active mode in terms of not defending, of proposing things...I think MEB is the start.”

With all the pieces in place, and VW’s diesel woes fading, it sounds like that start can’t come soon enough.

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