BERLIN, Germany — Volkswagen is preparing a major overhaul of its US strategy that could include a new management team, a revised vehicle lineup and the company’s first pickup truck for the American market, according to a source familiar with the plans.
- Volkswagen is planning a new pickup truck for the US market before the end of the decade.
- Former Audi sales chief Marco Schubert is expected to take charge of Volkswagen’s US business.
- The company is considering building the pickup truck in the United States.
- Ford has emerged as a possible development partner because of its existing cooperation with Volkswagen.
Volkswagen targets US growth with new strategy
The planned changes come as Volkswagen faces higher costs and stronger competition from Chinese automakers, while seeking areas where it can expand its presence in the United States.
Thomas Schaefer, head of the Volkswagen brand, has identified pickup trucks and large SUVs as potential growth areas because of their strong demand and higher margins in the US market.
Volkswagen does not currently offer a pickup truck in the US, making the proposed vehicle a significant change to its product strategy in the country.
New US management planned
As part of the restructuring, Marco Schubert, who previously served as head of sales at Volkswagen’s premium Audi brand, is moving to the United States.
Schubert is expected to replace Kjell Gruner, who is leaving the company, according to the source cited by Reuters.
The management change comes as Volkswagen CEO Oliver Blume pushes a broader restructuring of the group in response to rising costs and intensifying competition.
Pickup truck could arrive before 2030
The source said Volkswagen wants to bring its first pickup truck to the US market before the end of the decade.
The vehicle is expected to be built in the United States, although Volkswagen has not yet decided whether it will develop the model independently or work with another automaker.
A decision on a potential development partnership is expected in the coming weeks and months, according to the source.
Why the US pickup market matters
Pickup trucks represent a major segment of the US automobile market. According to Cox Automotive, they accounted for nearly 20% of US vehicle sales last year.
The segment is dominated by large pickups from Ford, General Motors and Stellantis’ Ram brand.
Cox Automotive said the average sticker price of the larger trucks was nearly $70,000 last year, highlighting the revenue opportunity Volkswagen sees in the segment.
The US market remains attractive for manufacturers of combustion-engine trucks and SUVs. Ford and General Motors have both raised their 2026 profit outlooks.
Ford emerges as possible partner
Ford is being considered as a possible partner for Volkswagen’s proposed pickup project because the two companies already cooperate on vehicle development.
Ford uses Volkswagen’s MEB electric vehicle platform for its Explorer and Capri models, which are produced in Cologne, Germany.
The two companies also have experience with pickup platforms. Volkswagen’s Amarok, produced in South Africa, shares a platform with Ford’s Ranger.
However, the source said it has not yet been decided whether Ford will participate in development of Volkswagen’s new US pickup.
Volkswagen seeks stronger US position
Volkswagen currently has a relatively small share of the US automobile market, accounting for about 4% of sales.
The company operates a manufacturing facility in Chattanooga, Tennessee. Production of its electric ID.4 at the plant was discontinued earlier this year following changes in US incentives for electric vehicles.
The proposed pickup and broader product strategy would therefore give Volkswagen an opportunity to target a part of the American market where domestic manufacturers have a strong presence.
Broader restructuring underway
The US strategy forms part of a wider effort by Volkswagen to reshape its business as the global auto industry faces higher costs, changing government incentives and growing competition from Chinese manufacturers.
Volkswagen’s controlling families backed management’s push for a significant restructuring on Friday, adding pressure for changes across the group.
Frequently Asked Questions
When could Volkswagen’s new US pickup truck launch?
According to the source cited by Reuters, Volkswagen aims to bring its first pickup truck to the US market before the end of the decade.
Could Ford help Volkswagen develop the pickup?
Ford is considered a possible partner because Volkswagen and Ford already cooperate on vehicle platforms and models. However, no final decision on a partnership for the new pickup has been made.
What happens next?
Volkswagen is expected to decide in the coming weeks and months whether the new pickup will be developed independently or with another automaker.
The planned US management changes and potential expansion into pickups and large SUVs will be closely watched as Volkswagen attempts to increase its competitiveness in one of the world’s most important automotive markets.
