Volkswagen Is Plotting a New Pickup for America

Can VW cut it in the competitive pickup segment?

One of the biggest gaps in Volkswagen’s U.S. lineup is a pickup truck. While the manufacturer sells the midsize Amarok in markets like Australia, it’s never been sold in the United States. But it might not be much longer before VW introduces a pickup for U.S. fans. As the company looks to revise its strategy for this market, a pickup truck is now allegedly part of its plan. It’s not clear whether this would be a midsize or full-size truck, but a Ford Ranger rival is likelier, given the stranglehold that America’s automakers have over the full-size segment.

VW’s First Modern Pickup For America

VW brand chief Thomas Schäfer believes that there are growth opportunities for the brand in the pickup and large SUV segments, according to an insider that spoke to German publication Handelsblatt. VW’s largest SUV is the Atlas, but it has nothing in the high-margin full-size SUV segment. 

The insider said that the pickup truck would be launched before the end of the decade and will likely be built locally. The automaker currently builds various models at its Chattanooga plant in Tennessee. It’s unknown if VW will develop the new truck itself or if a collaboration is possible, but this decision will allegedly be made over the next few weeks and months.

The VW Amarok already shares a platform with the Ford Ranger, so Ford is a suitable partner for the truck project. 

Earlier this year, CEO of Volkswagen Group of America Kjell Gruner told us that a pickup truck was a possibility but still far off. However, Handelsblatt has reported that Gruner will be replaced by former Audi sales chief Marco Schubert. This change in management may have accelerated the decision to launch a pickup.

What To Expect From VW’s Pickup

It’s too early to have an idea of the upcoming VW pickup’s specifications, but we expect it to be a midsize model. Given what we know about the Amarok, VW’s pickup is expected to be a more premium option than rivals. Rather than compete with the rugged Jeep Gladiator or off-road Toyota Tacoma trims, VW’s pickup will likely be more of a comfortable lifestyle option. A smooth ride, car-like interior, and high-quality materials should be in evidence, but it must still have a decent towing capacity to be competitive.

The Amarok’s various diesel powertrains are unlikely to make it here. Instead, expect turbocharged gas engines, much like the current Ranger and Tacoma. 

This will be one of two new U.S. pickups expected from the Volkswagen Group. The other is the Scout Terra, an electric pickup from the revitalized Scout brand, which is a subsidiary of the VW Group. The Terra will cost under $60,000 to start and initial production is planned for 2027, so it would arrive a few years before the VW-badged pickup.

Related: Scout Hires GM Veteran Behind Hummer EV To Build Its Electric Trucks

What It Means

The Volkswagen Group plans to cut up to 50% of its model lineup by 2030 amid falling profits for brands like VW, Audi, and Porsche. While entering new segments sounds counterintuitive to that plan, the goal isn’t necessarily to increase volumes, but to build a more profitable business with the right vehicles.

These two new VW models will enter more lucrative, high-margin segments. Full-size SUVs command prices of over $70,000, a space where VW is losing out to the competition. With these new models and the group’s plan to cut down its model lineup, we may soon see the demise of several smaller VWs in the country.

Related: Volkswagen Board Rejects CEO’s 100,000-Job Cost-Cutting Plan