I Was Really Excited About The Volkswagen ID Buzz, But I’ve Realized It’s A Failure In The US Because Of Price, Range, And Marketing

VW sold under 2,000 ID Buzz Units in the U.S. in Q1 compared to over 20,000 Kia EV9s and 6,000 Tesla Cybertrucks sold in the same timeframe. The VW/Rivian partnership makes sense.

To much nostalgic fanfare, in June of 2023 Volkswagen officially launched the ID. Buzz in the United States. A recent thread on the Reddit r/electricvehicles forum discussed the disappointing sales performance of the ID. Buzz. 

“I was really excited about the ID Buzz but I’ve realized it’s a failure in the US. Tried to capture why I think it’s failing - can informed folks please weigh in.

1. Price. The higher trims hit mid $70K and there are just fewer customers in this segment (irrespective of brand, range, etc.).
2. Range. For a car starting mid $60Ks, a range of 230 miles is just not acceptable. It’s off by a 100 miles actually.
3. No incentives. Since this isn’t made in the U.S. Also no special lease deals in the U.S.
4. Minivans are just not popular, especially compared to SUVs. It doesn’t matter how novel it looks.
5. Marketing. Unfortunately, there is almost no effective marketing campaigns to promote the vehicle.” - carmichaelcar

After the concept was revealed in 2017, the Volkswagen ID. Buzz was eagerly anticipated by a wide audience including nostalgic Microbus enthusiasts, EV enthusiasts, van lifers, and millennials. The ID. Buzz brings retro charm and modern EV performance. Styled after the iconic microbus, it retains classic design cues like a big VW badge, two-tone wheels, and abundant windows - while delivering a fully electric drivetrain. Powered by a 91-kWh battery and a 210-kW rear motor (with optional front motor for AWD), it offers up to 287 miles of range in real-world conditions. Inside, it’s flexible and family-friendly, seating six or seven with easily configurable seats and up to 145.5 cubic feet of cargo space. This is more space than a Chevy Tahoe. Despite its retro appearance, performance is strong with a 0–60 mph time of just 5.3 seconds. The ID. Buzz balances nostalgia with technology, featuring a 12.9-inch touchscreen, three interior themes, and removable storage. Prices start at $61,500 for the rear-wheel-drive Pro S, and $65,535 for the all-wheel-drive Pro S Plus. With its nostalgic appeal, versatile layout, and respectable EV performance, the ID. Buzz merges VW’s heritage with its electrified future.

The ID. Buzz’s unsuccessful launch and soft sales may be due, in part, to internal restructuring, the ousting of the VW CEO, and challenges with technology development. In 2020, Volkswagen Group established its Cariad software division to create a unified software platform for all VW Group brands (Volkswagen, Audi, Porsche, etc.). It repeatedly faced major delays which jeopardized the entire EV strategy. Tasked with delivering VW.OS to enable over-the-air updates, Level 3 autonomy, and shared architecture, Cariad repeatedly missed deadlines, delaying key models like the Audi Q6 e-tron and Porsche Macan EV. These setbacks weakened VW’s competitiveness and triggered leadership shakeups, including the departure of CEO Herbert Diess and a Cariad restructuring in 2023. With Tesla and Chinese EV makers advancing rapidly, VW struggled to keep pace. These failures pushed the automaker to reconsider its in-house strategy, leading to a strategic partnership with Rivian to accelerate its EV software and platform development.

Multiple Reddit threads discuss converting electric sprinter vans like the Mercedes-Benz eSprinter, Ford E-Transit, and Ram ProMaster EV as alternatives to the ID. Buzz. In reference to the Mercedes-Benz eSprinter, AppointmentNearby161 posted:

“For van life, the big plus is a 100+ kWh battery bank is pretty sweet…”

Digging deeper, converting full-size electric cargo vans like the Mercedes-Benz eSprinter or Ford E-Transit into camper vans offers clear pros and cons. On the plus side, full-size electric cargo vans provide spacious interiors ideal for customization, quiet electric drivetrains, and lower emissions - making them eco-friendly and great for stealth camping. However, major downsides include limited range (typically under 200 miles), slow charging infrastructure in rural areas, and reduced cargo capacity due to battery placement. Van lifers also note that these vans are designed for urban delivery, not long-distance travel. Given current battery technology, unless range and charging logistics are carefully planned, they seem be best suited for short regional trips, not extended off-grid adventures.

Further down the first Reddit thread, there were a number of positive comments about Rivian. For example, Riviansky, added this post:

“My Rivian is heavily advertised for camping. It's an adventure vehicle…”

Volkswagen Group Partners with Rivian Automotive - VW May be Turning a Corner and Putting Its Recent EV Struggles Behind it

Volkswagen Group’s partnership with Rivian Group, announced in June 2024,  delivers major business and marketing advantages. By aligning with a rising U.S. EV brand, VW strengthens its North American presence and gains credibility in a competitive market. Rivian’s loyal customer base and domestic production support VW’s strategic growth in the region. The joint venture also allows both companies to share development costs, streamline operations, and reduce time-to-market for future EVs—creating stronger financial efficiency and positioning both automakers for broader global impact.

On the technical side, VW gains access to Rivian’s industry-leading software platform and zonal vehicle architecture. Rivian’s expertise in over-the-air updates, user interface design, and advanced driver assistance systems (ADAS) helps VW address long-standing software delays, such as those seen with its Cariad unit. The partnership accelerates Volkswagen’s shift to software-defined vehicles by integrating Rivian’s nimble development approach with VW’s scale. Together, they can innovate faster, build smarter EV platforms, and deliver more refined digital driving experiences.

Rivian’s partnership with Volkswagen Group brings major financial backing and strategic support. Volkswagen committed up to $5 billion, beginning with a $1 billion investment. This capital infusion helps Rivian stabilize its finances as it scales production and prepares new models like the R2 and R3. The companies will establish a joint venture to develop next-generation software-defined vehicle (SDV) platforms, with Volkswagen licensing Rivian’s highly regarded in-house software and zonal architecture. This not only validates Rivian’s technology but also opens new revenue streams through licensing and shared development.

In addition to financial benefits, Rivian gains access to Volkswagen’s global manufacturing expertise, supply chain efficiency, and international markets. This collaboration could reduce production costs through shared components and platform development. The partnership significantly boosts Rivian’s credibility, aligning it with one of the world’s largest automakers. Overall, Rivian secures financial stability, technological validation, and a stronger global presence—positioning itself as a major player in the evolving electric vehicle landscape.

Given these exciting developments, we can't wait to see what the VW/Rivian partnership produces. 

Drop your thoughts in the comments below.

Do you do any camping or adventuring with an EV?

For any van lifers out there, have you considered any EVs for your next conversion?

Chris Johnston is the author of SAE’s comprehensive book on electric vehicles, "The Arrival of The Electric Car." His coverage on Torque News focuses on electric vehicles. Chris has decades of product management experience in telematics, mobile computing, and wireless communications. Chris has a B.S. in electrical engineering from Purdue University and an MBA. He lives in Seattle. When not working, Chris enjoys restoring classic wooden boats, open water swimming, cycling and flying (as a private pilot). You can connect with Chris on LinkedIn and follow his work on X at ChrisJohnstonEV.

Image Sources: VW media kit, AI