The Scout Name Returns, But Is It Enough For Volkswagen To Capture The U.S. Market?

Raymond S. Hughes

German automakers look to have a penchant for reviving nameplates from a long time gone by. Some makes an attempt have managed to exceed expectations (BMW&#8217s recreation of MINI), although some others have fallen brief (Maybach&#8217s short time as a standalone featuring).

The most up-to-date energy is already in the offing and arrives from the Volkswagen Group. The Scout manufacturer will be a very important ingredient of the automotive conglomerate&#8217s ambitions to guide in the EV room even though creating a extra substantial footprint in North The usa. But what precisely is the heritage of Scout and why has VW picked it to start an all-electrical offensive on the U.S. SUV and pickup current market?

Heiko Perlick and Chong Lee from Volkswagen&#8217s Group Technique examine the causes driving bringing the identify back as they travel 1 of the previous Scouts to be manufactured, the Intercontinental Harvester Scout II, all over a proving ground.

Why Scout? 

Similar to the unique Mini, which was past marketed with a Rover badge in advance of being spun off into its possess brand name, the Scout was a model offered by the U.S.-dependent International Harvester Corporation.

IH stopped creating cars and trucks in the &#821780s, even though its truck division provides Worldwide branded autos beneath the Navistar keeping enterprise. Navistar was acquired by Volkswagen in 2020, and with it arrived the rights to the Scout nameplate.

An American Brand name For American Product sales

Volkswagen is aiming to grab at the very least 10 per cent of the U.S. motor vehicle marketplace, and in accordance to Lee, vans and SUVs are a critical component of these ambitions. So, after considerably deliberation from the board, the determination to go all-in on the revival of Scout was created. Lee talks about it staying a extremely American brand name, with Perlick remarking that Scout has a large fan foundation.

Read: Sellers Await Responses From VW About Scout Brand 

Nevertheless, getting been useless for more than 4 many years, we speculate just how a great deal of that Intercontinental Harvester Scout nostalgia will influence probable prospects looking for an EV SUV or truck. That stated, with the likes of the Bronco and Defender proving well-known, there&#8217s evidently possible.

Very first Types In 2026

With the initially principles currently being unveiled future year, right before an eventual market start in 2026, we have some time right before we get at the rear of the wheel of a new-age Scout. However, the items are gradually falling into position for the all-new model.

Previous President and CEO of Volkswagen Group of The united states and the CEO of Volkswagen North American Region, Scott Keogh, was appointed main executive of Scout. In addition, we&#8217re explained to that the initial hirings for the Scout brand name are imminent.

But with rigid level of competition from the likes of Ford, Chevrolet, and Rivian (not to point out the forthcoming Cybertruck from Tesla), will nostalgia on your own be ready to impact customers into obtaining from the reincarnated manufacturer?


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