VW has found additional star power to herald the ID Buzz in other ways. Gabriel Iglesias, a popular stand-up comedian with a massive social media following, happens to be a VW bus superfan. He attended the unveiling of the long-wheelbase ID Buzz in June 2023 and has a large bus collection.
Iglesias took delivery of an ID Buzz in late October, making him the first customer in the U.S. The handoff was documented on social media and shared via Iglesias’ and VW’s accounts.
While VW has launched a few refreshed products in 2024, the ID Buzz is the first new nameplate added to the brand’s portfolio since the Taos subcompact crossover went on sale in 2021.
The ID Buzz is arriving at dealerships now and starts at $61,545 including shipping, making it the brand’s most expensive model. VW executives have said ID Buzz allocations will be determined based on how markets performed with another electric vehicle, the ID4.
Zaluzec said it’s atypical to launch a vehicle at the end of the year, a period during which most industry advertising is focused on year-end sales events and holiday messages of goodwill.
Andrew Savvas, VW’s head of U.S. sales, says the ID Buzz’s styling is generating positive reactions while creating goodwill for the brand. One of the vehicle’s design hallmarks is at the front: With a pair of large headlights and a wide lower grille, the ID Buzz appears to be smiling.
“I know it sounds corny,” Savvas said, “but when people see you in this car, they smile.”
Ad Age contributed to this story.