- While most new model launches underperformed industry-wide, the ID. Buzz bucked the trend with standout appeal
- Volkswagen posts its best APEAL score since 2020, ranking 6th among mass market brands
Volkswagen of America, Inc. today announced that the all-electric 2025 ID. Buzz has earned top honors in the Minivan segment of the 2025 J.D. Power U.S. Automotive Performance, Execution and Layout (APEAL) Study. The ID. Buzz stood out for its powertrain and design, helping Volkswagen achieve its highest brand score since the study was redesigned in 2020.
The J.D. Power APEAL Study measures owners’ emotional attachment and level of excitement across 10 experience areas. The 2025 study is based on responses from over 84,000 owners of new 2025 model-year vehicles.
With an APEAL Index score of 882, the ID. Buzz significantly outperformed the segment average, earning praise for its exterior styling, smooth and powerful electric drivetrain, and user-friendly interior. It achieved the highest Powertrain Index score in the Mass Market category, bucking the trend of underwhelming new model launches industry wide.
“The ID. Buzz connects the legacy of the Volkswagen brand with the innovation of electric mobility, and customers are clearly responding to that,” said Kjell Gruner, President and CEO of Volkswagen Group of America. ““This recognition is a signal that emotional design, thoughtful technology, and electric performance can come together in a way that truly connects with modern drivers.”
Stefan Mecha, CEO of Volkswagen Commercial Vehicles, adds: “The focus of the award is on customer satisfaction. For us, it is the essential factor for the success of our brand. That’s why we’re very pleased that the ID. Buzz won its category directly shortly after its market launch in North America and that Volkswagen was able to maintain its place among the volume brands overall.”
Volkswagen ranked sixth among Mass Market brands with a brand score of 845—five points above the segment average—and improved in key areas such as fuel economy (+36 points) and infotainment (+9 points). In addition to the ID. Buzz, the Jetta also played a role in boosting the brand’s overall score, improving by six points and representing about 20% of Volkswagen’s sales mix.
The ID. Buzz showcases retro-inspired styling, complete with a bold VW logo and vibrant two-tone exterior options that complement its spacious interior. Three available interior color themes—Moonlight, Dune, and Copper—add to its charm. Standard features include a 12.9-inch infotainment display, a 30-color ambient lighting system, IQ.DRIVE® driver assistance technology, and Park Assist Plus with Memory Parking.
The Pro S Plus and 1st Edition trims elevate the experience with features such as Easy Open for the sliding doors and tailgate, Harmon Kardon™ premium audio, and an electrochromic panoramic glass roof. With seating configurations for up to seven passengers, including bench and captain’s seat options, the ID. Buzz is an outstanding family vehicle that combines functionality with eye-catching design. MSRP starts at $59,995.
J.D. Power Automotive Division President Doug Betts presented the award for Highest Ranked Appeal Minivan to Volkswagen AG at its offices in Washington, D.C. on Tuesday August 12.
