In April 2022, then-VW Group CEO Herbert Diess reportedly said the company “didn’t take the US customer seriously enough”.
The VW Group then announced the following month that it was reviving the Scout nameplate for the United States. If you think this decision was relevant to Volkswagen’s goal of selling more vehicles in the United States, then you’d be right.
In a video released by VW Group, the company explained that the relaunch of the Scout brand was decided to entice more Americans to buy more of its products. The goal was to achieve a 10% market share, and the iconic status of the Scout brand in the United States should help the company achieve this.
“After Volkswagen’s successful turnaround in the US, we now seize the opportunity to further strengthen our position in one of the most important growth markets for electric vehicles,” Diess said earlier. “Electrification offers a historic opportunity to enter the highly attractive pickup and R-SUV segment as a group, underlining our ambition to become a relevant player in the US market.”
The Scout nameplate won’t just be a badge for VW electric SUVs and trucks for sale in the United States. It will be a standalone VW Group brand, a separate unit that will be independently managed and operate in the United States. This month, VW announced Scott Keogh as CEO of Scout, in charge of building the brand.
Scout is expected to start making cars in 2026, but prototypes of the new pickup truck and SUV are expected to be introduced in two years. It should be noted that the Scout electric vehicles will use a “new technical platform concept”.
While the revival of the Scout brand was conceived under Diess’s leadership, the project’s completion will now be under the direction of Porsche CEO Oliver Blume, who was recently appointed Chairman of the VW Group Board of Directors. Blume will lead both Porsche and the VW Group, and added that he will focus on “customers, brands and products” as boss of the two companies.