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Volkswagen’s new ID.3 GTX FIRE+ICE reimagines a legend [Video]

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Brand Strategy

The legendary Volkswagen FIRE+ICE brand has entered the electric era. Volkswagen’s new ID.3 GTX FIRE+ICE is a tribute to the exclusive Golf Fire and ICE with a reinterpretation of the iconic 90s design.

“With the ID.3 GTX FIRE+ICE, we are emphasizing how highly emotional our sporty top model is,” Volkswagen’s head of design, Andreas Mindt, said.

Volkswagen introduced the one-off show car at its ID Meeting in Switzerland on Friday. The sporty electric hot hatch was developed with Munich-based BOGNER as an electric reinterpretation of the FIRE+ICE Golf model of the early 90s.

The Golf FIRE+ICE achieved “cult status,” especially the GTI version, according to VW. Although Volkswagen only planned to sell 10,000 units, a total of 16,700 were sold.

Reminiscent of the exclusive Golf, the EV hot hatch blends the FIRE+ICE performance brand with the sporty ID.3 GTX, Tom Becker, director of BOGNER FIRE+ICE, explained. Becker added, “The special thing is that we were able …

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