Volkswagen plans to completely revise its US strategy through a new management and a revamped product offering. This was announced by the German group itself, explaining that the new offensive will also include the launch of a new pick-up. Regarding the group’s leadership, Marco Schubert, previously head of sales for the Audi brand, will move to the USA to replace Kjell Gruner, who will leave the company.
New Volkswagen pick-up for the USA
As for the range, Thomas Schaefer, head of Volkswagen, sees growth opportunities in pick-ups and large SUVs, both high-margin vehicles that are in strong demand in the USA. Types of models that the German car manufacturer currently does not offer. According to Reuters, the goal is to launch the first pick-up on the American market by the end of the decade. The vehicle will be produced locally. It is worth remembering that Volkswagen operates a plant in Chattanooga, Tennessee, where production of the electric ID.4 was halted earlier this year following changes to US incentives for EVs.
The range expands
After all, the market speaks clearly. According to Cox Automotive, pick-ups accounted for almost 20% of vehicle sales in the USA last year. This category is dominated by large and robust pick-ups, mainly sold by Ford, GM, and Stellantis, the maker of Ram. We are talking about models that had an average list price of nearly $70,000 last year. Volkswagen wants to keep pace with competitors, which is why it is considering a new pick-up for the local market. It remains to be seen whether Volkswagen will develop the new model independently or in collaboration with another company: a final decision will be made within a few weeks.
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