The emerging technology of vehicular communications (VC) raises a number of technical problems that need to be addressed. Among those, security and privacy concerns are paramount for the wide adoption of VC. In this position paper, we are concerned with privacy and identity management in the context of these systems. We identify VC-specific issues and challenges, considering the salient features of these systems. In particular, we view them in the context of other broader privacy protection efforts, as well as in the light of on-going work for VC standardization, and other mobile wireless communication technologies.