The pick-ups, which are particularly popular in the USA, have long been a vacancy for Volkswagen there – from 2026 the group now wants to follow up with its own e-brand.
The plan is to release an all-electric pickup truck and an SUV under the manufacturer name Scout in the United States. This was announced by VW after the meeting of the supervisory board in Wolfsburg on Wednesday evening. The SUV of the former Chicago-based car, truck and agricultural machinery manufacturer International Harvester would be revived. From company circles it was said that 100 million euros should flow into the project in the first stage of investments.
The search for a way to gain a foothold in the pick-up market had been going on for a long time. With the Amarok, Volkswagen’s light commercial vehicles have long had a model in their range, but it was not sold in the USA of all places. One reason for this was a bizarre import hurdle, with which Washington rewarded trade barriers for exported chickens with higher import duties for certain types of cars (“Chicken Tax”).
The domestic business with pick-up trucks was therefore dominated by domestic providers such as General Motors and Ford. US electric car companies such as Tesla and Rivian are now also active in the industry. An Amarok successor developed by VW platform partner Ford is to be presented this summer. To date, the Group has delivered a good 830,000 Amaroks in Europe, South America, South Africa and Oceania.
After the diesel emissions fraud was first exposed, things did not go well for Volkswagen in the USA. The exact strategy was often not clear to observers. In the meantime, a “limousine offensive” was launched, while the SUV business picked up more and more. After years of losses, the group managed to turn the important market into the black in 2021.
In the United States, CEO Herbert Diess wants to achieve a total market share of 10 percent by 2030. There should also be more e-models. A new plant could be built in the USA or Mexico, and the factory in Chattanooga (Tennessee) is being expanded. The group was also not represented in the North American truck business for a long time, and recently it took over the US supplier Navistar.