Key facts
- Volkswagen plans a strategic overhaul in the U.S., including new management and product offerings.
- Marco Schubert will replace Kjell Gruner as the head of Volkswagen U.S.
- A new pickup truck is planned for the U.S. market, with a target launch before the end of the decade.
- The vehicle is expected to be built in the U.S.
- Volkswagen sees potential in both midsize and compact pickup truck segments for the U.S.
Volkswagen is set to significantly revise its strategy in the United States, including the introduction of a new pickup truck, according to a company source. This strategic shift involves new leadership, with Marco Schubert, formerly head of sales at Audi, replacing Kjell Gruner as the head of Volkswagen U.S.
Thomas Schaefer, head of the Volkswagen brand, believes there are substantial growth opportunities in the U.S. pickup truck and large SUV segments, which are high-margin vehicles in high demand. The company's goal is to bring its first pickup truck to the American market before the end of the decade, with plans for it to be built in the U.S. Volkswagen currently operates a plant in Chattanooga, Tennessee, where production of the electric ID.4 was recently halted ahead of schedule.
Volkswagen Group of America CEO Kjell Gruner has indicated that the company is seriously evaluating the U.S. pickup truck market, noting that trucks represent approximately 30% of all new vehicle sales in the United States. He stated that the automaker would not rule out the possibility of a pickup for the American market. Volkswagen is reportedly considering two main avenues: a midsize pickup, potentially leveraging architecture from the global Amarok which shares components with the Ford Ranger, or a smaller, unibody compact pickup. The latter could be based on existing platforms like the Atlas or revisit concepts like the Tarok, aiming to compete with vehicles such as the Ford Maverick and Hyundai Santa Cruz.