• by Tanya Gazdik , Staff Writer, October 21, 2024

Volkswagen of America could not have named its new electric vehicle more appropriately. 

The ID.Buzz — with a profile harkening back to the iconic VW Microbus of the ‘60s — is a definite head turner and is sure to create lots of “buzz.” But don’t call it a minivan, despite its features — it has more storage inside than a Chevrolet Suburban, although its 30+ inches shorter and also more narrow.

“We don't want to say this a minivan — it’s so different from anything else,” Pablo Di Si, Volkswagen Group of America president and CEO, tells Drive Time.

The automaker considers its new brand's competitive set to be SUVs. “We compare based on a price point more than on a segment, which is unusual,” Di Si says. “But the VW ID.Buzz is an unusual vehicle. I think it's going to bring a lot of memories, a lot of emotions.”

Indeed, driving the ID.Buzz didn’t feel like driving a minivan or an SUV. The cab-forward cockpit offered more visibility than any other vehicle I can recall driving since the Dodge Neon (RIP). Steering was loose, but the vehicle handled curvy roads just fine — it felt very planted and the center of gravity didn’t feel high, which you might expect in a vehicle this size. 

Dual power-sliding rear doors provide great access to the third row and are replete with a modern take on the classic sliding windows, which are now also fully powered. There is no shortage of USB plugs (eight), including in the doors near possible niches for phone storage. 

A few dings: the ID.Buzz only has 282 horsepower for RWD models, and 335 hp available for 4Motion models, with the EPA-estimated range 234 miles for RWD and 231 miles for 4Motion models. While Buzz drivers aren’t likely to be speed demons, they might like to take road trips, so it’s disappointing the range isn’t a smidge higher.

On the upside, the 2025 ID. Buzz charging plan includes 500 kWh of charging at Electrify America, redeemable through the Electrify America app, plus three years of Electrify America’s Pass+ membership, saving about 25% on charging compared to Guest and Pass membership base charging rates.

Starting at $61,545, the vehicle will begin arriving at dealers in November, and the campaign from Johannes Leonardo will launch on Nov. 14. The media buy includes the Latin Grammy Awards and NFL games, including Thanksgiving Day games. Buys also include high-profile billboard takeovers in major cities. 

A tie-in with NBC’s “Saturday Night Live,” which is celebrating its 50th season and has a Thanksgiving special, is also in the works, says Andrew Savaas, executive vice president, sales and marketing, Volkswagen of America. VW is the official automotive partner of "Saturday Night Live" for its entire gold anniversary season. 

It’s too early to share specifics about the campaign, but materials Savaas showed to the media during a presentation included phrases like "The Bus is Back," “It's Got That Bus Feeling” and “Delivering More Smiles Per Mile.”

People can’t help but smile both when they are driving the vehicle or when they see it on the road, he says. 

“That's the briefing we've given the agency from a marketing perspective,” Savaas tells Drive Time. “It's not Pollyanna and it's not perfect, like everything. But it’s more of that optimism, and that's what this car brings for us. And it’s unique. No one else has got a Buzz.”