“There is no future without roots.” That phrase was said by Thomas Schäfer, global CEO of Volkswagen, when presenting the ID. Buzz, the electric model that revives the rebellious and familiar spirit of the Kombi.
In a room full of journalists in Austin, Texas, the executive made it clear that this new vehicle is not just a bet on technology: it is a tribute to history.
An icon
For many Latinos in the United States, the Volkswagen Kombi is not just a van: it’s a memory.
From the 1960s well into the 1990s, this van was the work companion of gardeners, bakers, traveling musicians and even families crossing states to visit loved ones.
In Latin America, especially in Mexico and Brazil, the Kombi was assembled locally for decades.
In fact, the VW plant in São Bernardo do Campo (Brazil) was the last in the world to produce it until 2013, according to El País.
That deep connection to the vehicle has meant that, even today, restored versions sell in the U.S. for more than $30,000.
Technology with a vintage soul
Now, Volkswagen is betting on reviving that legacy with the ID. Buzz, a 100% electric van that seeks to conquer both nostalgic and new Latino buyers interested in sustainability.
Volkswagen has strengthened its presence in Latin American markets
QueOnnda.com
According to official Volkswagen USA figures, the 2025 model will feature an estimated range of 260 miles per charge, available all-wheel drive and a three-row seating configuration in its North American version.
Its design is a clear nod to the Kombi: rounded lines, two-tone colors and a spacious interior, but with all the modern technology you’d expect – from touchscreens to Level 2 autonomous driving assistants.
For the Latino community
Buzzy
According to a Nielsen study (2024), U.S. Latinos are adopting electric vehicles at a higher rate than the national average, especially in states such as California, Texas and Florida.
The combination of energy efficiency, familiar design and nostalgia makes the ID. Buzz an attractive option.
In addition, Volkswagen has strengthened its presence in Latin markets, with Spanish-language advertising campaigns and collaborations with Hispanic artists and content creators, such as influencer Jenny Lorenzo, known for her humorous style and references to Latin culture.
Although the ID. Buzz is a new model, the Kombi is still a sought-after vehicle at auctions and classic sales.
Sites such as Bring a Trailer show restored models in excess of $40,000, demonstrating that cultural value is also a market value.
For many Latinos, investing in a Kombi or the new ID. Buzz is not just about buying a vehicle: it’s about preserving a story.
For more information, visit QueOnnda.com.
