VW plans ‘dedicated North America strategy’ including beefed up hybrid presence, pickup truck model
Volkswagen plans to strengthen its hybrid lineup and is again considering manufacturing a pickup truck for the U.S. market before the end of the decade.
VW made the announcement last week and said, going forward, Volkswagen in North America “will focus on those segments that show the strongest market demand and best meet the needs of customers and dealers in the region,” according to a Sept. 3 press release.
“Successful models will be further strengthened, the portfolio expanded, and Volkswagen’s presence in the growing HEV (Hybrid Electric Vehicle) segment accelerated,” the release states. “In line with its ‘In China, for China’ and ‘In Europe, for Europe’ strategies, Volkswagen will also pursue a dedicated North America strategy. As part of this approach, the brand will explore opportunities in the highly popular body-on-frame B-segment, including robust SUVs and pick-up trucks, as a potential component of Volkswagen’s future product portfolio.”
Automotive News reports that the OEM has said the body-on-frame trucks will be part of “a dedicated North American strategy amid challenges elsewhere around the world.” It notes that VW teased the idea of a U.S. pickup in 2018 with the unibody Atlas Tanoak concept.
“The brand also said it plans to accelerate work on hybrid vehicles. VW doesn’t sell any hybrids in the U.S. today but has said some would arrive around midcycle freshenings of the Tiguan, Atlas and Atlas Cross Sport,” the article states. “The latest statement suggests that timing could be moved up.”
Automotive News previously reported that VM was set to end production of the ID4, the brand’s compact electric crossover, in Chattanooga, Tennessee, citing it as “another sign the EV market is resetting with the end of federal tax incentives.” The publication reported that VW said “its manufacturing plans would prioritize higher-volume models ‘that support sustained growth in North America.'”
Also last week, VW announced that, effective Oct. 1, Marco Schubert will serve as a member of the Extended Executive Committee for the North American Region, assuming responsibility for the overall strategy of the region, according to the press release.
“With Marco Schubert, we are gaining a proven sales and brand expert for North America,” Thomas Schäfer, Member of the Group Board of Management, Volkswagen Passenger Cars brand/Brand Group Core CEO, in the release. “The market is of central importance to Volkswagen, and we want to significantly strengthen our impact there.
“What is decisive is that we move closer to our customers and dealers and develop the right vehicles for the market, from within the market. Just as we are already doing in China and Europe today. Over the past months, we have developed a clear plan to achieve this. Marco Schubert knows our brands, our strengths and the international markets from many years of experience. He will drive forward this new strategy, and with it the transformation of our business in North America, with speed and determination. I look forward to working closely with him.”
Schäfer added that “markets are changing rapidly, and decisive action is required” including placing “leaders with the right experience in the right responsibility at the right time.”
“That is exactly what we are doing,” he said. “From North America via Volkswagen to Škoda, we are creating a seamless handover of the baton with experienced leaders who know our brands, our customers and our markets. On the one hand, this provides stability, and on the other, it accelerates the pace of change where we need it now.”
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