Japan automakers highlight multi-power source plan as Chinese focus on EVs

European automakers are reviving classic models like Renault's 5 and Citroen's 2CV to compete with Chinese electric vehicle (EV) makers. These European brands are hoping that nostalgia for their historic cars can help them stand out against Chinese rivals such as BYD and Geely, which already hold nearly 11% of the European EV market.

Renault's electric version of the 1972 Renault 5 is the best-selling mid-sized EV in Europe so far this year, boosting the company's first-half revenue. Stellantis has unveiled an electric Citroen 2CV, while Volkswagen's electric Polo draws inspiration from the 1980s Golf. Proponents of this strategy argue that it can help European automakers differentiate themselves and evoke an emotional response from buyers.

For some, like Briton Chris Litchfield, choosing an EV based on a beloved classic model is more appealing than a purely functional choice. Volkswagen's ID. Polo offers a retro dashboard mode that mimics an early Golf's speedometer and plays music on a virtual cassette tape. However, relying on history has limitations. While small affordable EVs with retro appeal may perform well in Europe, where buyers are loyal to particular models, this strategy may not translate globally or last forever.

Iconic models eventually fall out of favor as consumer tastes change, as seen with Volkswagen's discontinued ID. Buzz microbus and Beetle. Some earlier attempts at retro EVs, like Volkswagen's ID. Buzz, have met with limited success, facing criticism over price and driving range. Volkswagen's Mindt emphasizes the need for European automakers to excel in future technologies like fast charging and autonomous driving, rather than resting on their historical laurels.