Volkswagen targets US market expansion with a pickup truck and large SUVs, replacing leadership to boost sales and margins.
Volkswagen is overhauling its US operations, appointing Marco Schubert as the new head of its American business. Schubert, currently Audi’s outgoing sales chief, will replace Kjell Gruner as VW seeks to revamp its model lineup, including the addition of a pickup truck by 2030. The move follows weak demand for its electric ID.4, production of which was scaled back in Tennessee earlier this year.
The automaker is reviewing its entire US portfolio, with plans to drop underperforming models while expanding into high-margin segments like pickups and large SUVs. VW currently lacks a presence in these categories, which have seen strong demand in the US market. The pickup truck will be manufactured domestically, though VW has yet to decide whether to develop it independently, partner with suppliers, or collaborate with another automaker.
Ford is reportedly the leading candidate for a potential partnership, building on an existing European alliance. VW and Ford have collaborated since 2020, with Ford producing models on VW’s MEB electric platform. A final decision on the pickup’s development is expected within months.