A multitude of all-electric Volkswagen models will hit the market in the coming years and, according to the car manufacturer, it is hoping to initially attract early adopters to ensure their success.
During a recent interview with Automotive News Europe, Volkswagen chief marketing office Jochen Sengpiehl said that the brand’s early EVs won’t be targeted towards innovators like Tesla models are.
Also Read: VW’s Sub-€30,000 Electric Hatch Is Christened the ID.3
“Using social demographics and psychographics we have identified for the first time a global target audience that we call ‘aspirational middle class,’” Sengpiehl said. “With all innovations, however, you have this diffusion curve. The Golf appeals to the masses. Tesla appeals to innovators. After the innovators come the early adopters. We want to target those early adopters.”
“That’s why our communication is more edgy than with our conventional cars. If you catch the early adopters, the others will follow,” he added.
According to Sengpiehl, these early adopters are younger than typical buyers of a combustion engine car, earn very good money, often work at startup companies, are well educated and live in urban environments.
The first model in VW’s range of electric vehicles is the ID.3 hatchback. Set to be launched at the Frankfurt Motor Show in September, the ID.3 is similar in size to the Golf and will be sold in a number of different forms. The entry-level model will be capable of traveling up to 330 km (205 miles) on a single charge, while the top-of-range model will be able to drive up to 500 km (342) between charges.
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