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| FiLE PHOTO : A vintage Chevrolet and a modern electric truck parked in Santa Monica. |
European Carmakers Revive Classic Designs to Challenge Chinese EVs
PARIS — October 13, 2026
European carmakers are bringing back familiar designs from past decades as they compete with Chinese manufacturers offering affordable electric vehicles (EVs) with advanced technology. Renault, Citroen and Volkswagen are among the brands using their historic models to attract buyers and stand out in an increasingly competitive market.
The strategy has gained attention as electric vehicle sales grow across Europe and Chinese companies expand their presence. Manufacturers such as BYD and Geely held almost 11% of the European car market in the second quarter, according to Schmidt Automotive Research, putting additional pressure on established European brands to control costs and improve their technology.
Renault has already seen success with its electric Renault 5, a modern version of the small car first introduced in 1972. The model became Europe's best-selling mid-sized electric vehicle during the first part of 2026, helping Renault increase its revenue by 9% in the first half of the year.
Other manufacturers are now following a similar path. Stellantis presented an electric version of Citroen's historic 2CV at the Paris Auto Show, while Volkswagen's electric Polo draws inspiration from the design era of its classic Golf models.
For these companies, familiar styling offers something that newer competitors cannot easily reproduce: a connection with generations of customers. Renault Group design chief Laurens van den Acker said the aim was to distinguish the brand from its rivals while creating an emotional connection with buyers.
The appeal is already visible among some customers. Chris Litchfield, a 51-year-old British buyer who purchased his first electric vehicle in May, chose a yellow electric Renault 5 partly because he had grown up with the original versions. He said his enthusiasm for the model outweighed his earlier concerns about switching to an electric car.
Volkswagen has also added nostalgic features to its ID. Polo. An optional dashboard setting recreates the appearance of an early Golf's speedometer and includes a virtual cassette tape feature, bringing elements of older cars into a modern electric vehicle.
Volkswagen chief designer Andreas Mindt said the feature was initially intended as a joke but proved popular with customers. The company hopes that familiar details will help its electric models appeal to buyers who value both modern technology and traditional design.
The move towards retro styling is especially important in the small-car market, where manufacturers face strong pressure to keep prices competitive. Robert Dooley, a senior design strategist at Car Design Research, said distinctive design could help companies add value to affordable electric cars as Chinese brands compete aggressively on price.
Stellantis hopes the electric 2CV can attract both loyal fans of the original model and buyers looking for a practical, affordable EV. Citroen consulted collectors before developing the new concept, asking which features of the original car should remain. They highlighted its low cost, ease of driving and recognisable soft roof.
However, reviving a famous name does not guarantee commercial success. Renault's design chief cautioned that historic models appeal to particular generations and that manufacturers must choose carefully which designs to bring back.
Volkswagen's electric ID. Buzz, inspired by the classic Microbus, attracted strong initial interest but later struggled to maintain momentum in the United States, where some consumers were concerned about its price and driving range. The company also discontinued its modern Beetle in 2019 as consumer preferences changed.
These examples show why nostalgia must be supported by practical improvements. Volkswagen's Mindt said manufacturers could not depend on their history alone and needed to deliver technologies such as faster charging and autonomous driving.
There is also a challenge in satisfying long-time fans while meeting the needs of new customers. Thierry Jouanny, head of a French club for 2CV collectors and owner of a 1951 model, said a revival needed to preserve the original car's distinctive character and emotional appeal.
European automakers are therefore trying to combine familiar designs with the performance, features and prices expected from modern electric vehicles. Their heritage may help them stand apart from Chinese competitors, but lasting success will depend on whether buyers find the finished cars attractive, affordable and technologically competitive.
