Volkswagen is actively considering an electric pickup for the United States

  • Volkswagen could launch an electric pickup truck in the US market.
  • VW of America CEO Scott Keogh said the idea presents “the chance of a lifetime”.
  • Automakers including Ford, General Motors and Tesla plan to sell electric pickup trucks.

Volkswagen could launch an electric pickup truck to rival Ford’s F-150 Lightning and Chevrolet’s Silverado EV in the US – if the North American brand leader is successful.

In an interview, Volkswagen Group of America CEO Scott Keogh said he sees a battery-powered truck as a huge opportunity for the German brand to plant its flag in the hot US pickup market.

“I think it’s the chance of a lifetime in this segment because electrification gives you a moment of reset. It gives you a chance to bring, let’s say, alternatives and new ideas into this big segment” , said Keogh, who oversees Volkswagen’s operations. in the United States, Mexico and Canada.

“This is something we are actively looking into, but nothing to report at this time.”

The excitement around new compact pickups like Ford’s Maverick and electric models like the F-150 Lightning proves there’s an opportunity for Volkswagen to introduce its own battery-powered competitor, Keogh said. The brand already sells a gasoline-powered pickup truck outside the United States.

A few major players — Ford, General Motors and Stellantis, through its Ram brand — have historically dominated U.S. pickup truck sales, but electrification is leveling the playing field, Keogh said. In the nascent electric pickup segment, everyone faces roughly the same challenges when it comes to ramping up production, he said.

Keogh also believes that the new electric options could disrupt deep-rooted consumer preferences and brand loyalty.

“I think a buyer would always say, ‘I’m buying an F-150, I’m buying a Ram, I’m buying a Silverado.’ Now they might say, ‘I’m going to buy an electric one,'” he said. “This reset moment gives a competitive chance to come in, whether it’s Rivian or whether it’s us.”

If it ever sees the light of day, Volkswagen’s pickup would be competing against an increasingly crowded field of electric trucks. Ford’s F-150 Lightning goes into production this month, while Chevrolet’s Silverado EV is expected to launch next year. At the more expensive end of the spectrum, GMC and California-based startup Rivian have already begun deliveries of their high-end models.

As automakers around the world embrace battery power, the Volkswagen Group, which sells vehicles in the United States under the Volkswagen, Porsche, Audi, Bentley, Lamborghini and Bugatti brands, is investing billions of dollars in development and the manufacture of electric models. By 2030, the Volkswagen brand aims for 55% of its sales in the United States to be electric, helped by its ID.4 crossover, its future ID.Buzz van and its future SUVs.

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