Volkswagen (VW) is making a major play for the American truck and SUV market with the launch of its Scout Motors brand, which will offer both fully electric and hybrid vehicles as it seeks to compete with US brands Ford, Rivian, and Tesla, the Wall Street Journal reports.
The German automaker, which introduced Scout as a rugged electric brand two years ago, unveiled its first vehicles—a retro-styled electric pickup and SUV priced at around $60,000 each—at a Thursday event. Both vehicles, designed for towing and off-road use, are expected to hit the market in 2027.
The addition of hybrids to Scout’s lineup marks a strategic shift for VW amid a national cooling in demand for electric vehicles (EVs). The hybrid models are set to broaden Scout’s reach beyond typical EV-friendly coastal cities, appealing to drivers in the American heartland where gasoline vehicles remain dominant. Scout’s hybrid models will run on battery power for up to 150 miles before switching to gasoline, giving them an additional 350 miles of range. According to research firm Motor Intelligence, hybrid sales in the US have grown three times faster than those of EVs in 2023, with hybrids making up 11.5% of the market compared to 8% for EVs.
Scout’s vehicles—the Traveler SUV and Terra pickup truck—pay homage to the original 1960s Scout, which was created by International Harvester, a now-defunct tractor company credited with developing one of the earliest SUVs. Reviving the iconic brand, VW aims to attract truck and SUV buyers in middle America who often favor rugged, versatile vehicles.
“It’s a once-in-a-lifetime opportunity,” said VW CFO Arno Antlitz.
Antlitz noted that the Scout’s unique combination of retro styling and modern tech could set it apart.
VW’s interest in Scout as a brand also allows it to explore a potential collaboration with EV manufacturer Rivian. Both companies have discussed a joint venture to reduce development costs through shared software and hardware. Scout CEO Scott Keogh, previously VW’s US operations lead, explained that hybrid models are key to establishing a strong foothold in middle America, where EV adoption has lagged.
“We want to get this product and this brand into the heart of the market,” Keogh said.
As Scout enters a highly competitive space, the company is betting on its Americana branding and a flexible powertrain lineup to resonate with US truck and SUV enthusiasts. With a range of 350 miles on a full charge for the all-electric versions and plans for a 500-mile range on hybrids, Scout hopes to appeal to a broad audience of drivers seeking both utility and versatility.
