VW

Volkswagen of America CEO says automaker will have 100% electric pickup

Volkswagen continues to bet on pick-ups. The German manufacturer is working at full speed in the process of developing the new generation of the Volkswagen Amarok, a model that has been playing a relevant role in a very competitive segment. The new Amarok will have a close relationship with the Ford Ranger, as it is the result of the strategic alliance maintained by Ford and Volkswagen.

Considering that Volkswagen has not left this interesting formula aside and that in turn is very committed to electric mobility, it is worth asking whether there will be an electric Volkswagen pick-up. A senior position in the company opened the door for the launch of a new model to tackle the new market of electric pick-ups.

Scott Keogh, CEO of Volkswagen of America(image above), gave an interview to Business Insider, and among other things he spoke openly about the possibility that Volkswagen could enrich its product offering with a 100% electric pickup truck. Even more so when auto industry giants have already presented their first electric pick-ups or are in the process of doing so soon.

The company's top manager in the United States, Mexico and Canada assured that the new market for electric pick-ups offers a great opportunity for the Volkswagen brand. “I believe it's the opportunity of a lifetime in this segment because electrification allows for a redefining moment. The opportunity to bring some, shall we say, alternatives and some ideas to this big segment,” commented Keogh.

Volkswagen is analyzing the different options and, although for the moment it is not an idea discarded, it cannot be said with certainty that this proposal will receive the green light from the company's top management in Germany. Keogh made it clear that "it's something we're actively looking into, but there's nothing to report right now."

In the United States, pick-ups concentrate the bulk of new vehicle registrations. The full-size pick-up category plays a prominent role, which is why the giants of the American auto industry have decided to start with it in their bid for electrification at the highest level. Electric pickups from Ford, General Motors and Tesla are already a reality. These are models that will soon arrive at dealerships.

Keogh points out that the electric vehicle era opens the door to new competitors in a niche market where traditionally the buyer would opt for Ford, General Motors or Stellantis: “I think historically a buyer would say: Buy an F-150, buy a RAM or I buy a Silverado. Now they might be saying, I'm going to buy an electric pickup truck. This restart moment offers a competitive opportunity to step in, whether for Rivian or for us.”

It remains to be seen whether Volkswagen is willing to launch a full-size pickup on its own. It is a titanic task to face. A key in this regard would be to resort to its strategic association with Ford. Models like the Ford F-150 Lightning will soon be hitting North American roads.

Autonews