Volkswagen is Prepared to Win Back America’s Heart

Volkswagen will unleash its new lineup featuring sporty electric trucks and SUVs. The new lineup will come from the revived Scout brand, and if the automaker could sing, it would be to the tune of the Jackson 5’s ‘I Want You Back’. That’s right, VW wants to win Americans’ hearts back. 

Overcoming Volkswagen’s Past Challenges

Even though VW is the second-largest automaker in the world, it struggles to be popular in the American market. We know it’s hard to believe, but in 2015, Volkswagen admitted to compromising diesel emission standards. However, the ‘Das Auto’ automaker has faced its fair share of scrutiny, and to right the wrongs of fabricated diesel emissions, electric pickups, and SUVs are the way to go. 

Leadership Changes and Strategic Focus

By September 1st (2022), the CEO and President of Volkswagen Group of America, Scott Keogh, will assume the same position for the Scout brand. From there, Pablo Di Si, the current Executive Chairman of Volkswagen’s South American Region, will succeed Keogh. Moreover, Di Si will monitor the entire North American region. 

“It’s time now to concentrate more on the U.S. market and the U.S. customer, and one piece of the puzzle, for sure, is Scout.”

–Herbert Diess, Volkswagen Group CEO 

Between the Scout brand, Volkswagen, and Audi’s future growth, the VW Group intends to double its American market share from its current five percent.  

“America is probably the country where we have the biggest potential worldwide.”

–Diess

Scout as an Independent Entity 

Scout will be an independent U.S.-based company. This provides some wiggle room for more partners or potential investors and gives executives the hope that the brand will eventually go public. 

The Scout resurrection will allow VW to provide the “true American” electric truck and SUV perfect for the off-road excursion. With an unwavering engineering platform, Scout will provide new conveniences and connectivity for various needs such as camping, off-roading, and work usage. Additionally, Scout is an iconic name that Volkswagen believes will shake up the highly profitable U.S. market for trucks and SUVs easily dominated by the likes of Ford, Chevrolet, Jeep, and RAM. Furthermore, production for Scout vehicles will commence in 2026, and the goal is to sell 250,000 cars a year. 

The Legacy of the Original Scout

Born in 1961, the Scout was created by International Harvester and served as a predecessor for the modern SUV. Additionally, the Scout premiered as an all-terrain family recreational vehicle and eventually hit the road in several body styles. Moreover, the Scout competed with Land Rover, Jeep, and the Ford Bronco until production ceased in 1980. Today the Scout is a fan favorite amongst collectors.   

Electrification is a once-in-a-lifetime opportunity, and Volkswagen assures us it will do everything in its power to make the transition impactful. 

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Photo Source: Volkswagen Newsroom