Volkswagen of America CEO Scott Keogh revealed the possibility Volkswagen will soon launch an electric pickup truck that will compete with the Ford F-15-Lightning and Chevrolet Silverado EV in the United States.
Keogh said the pickup truck market is big as a big opportunity for Volkswagen to enter the market in the US. In the electric pickup truck market, many manufacturers are playing such as Ford, Rivian, Tesla, Hummer and Chevy.
Keogh spoke about the opportunity, and while the idea of a Volkswagen electric pickup sounds appealing, he adds that it’s all talk at the moment.
“I think this is the opportunity of a lifetime in this segment because electrification gives you a reset moment. This gives you the opportunity to bring some, say, alternatives and some new ideas into this great segment. This is something we’re actively looking at, but nothing to really report right now,” Keogh said.
Ford, General Motors, and Ram have long dominated this segment in the US, but Rivian and Tesla have each made a splash with their vehicles to rival the three big names.
Keogh revealed that electrification will make all manufacturers stand on the same level in this segment. All automakers face a similar challenge by increasing production. He added that this electric truck from VW has the possibility to shake up the status quo of brand loyalty and consumer preferences.
“I think buyers will historically say, ‘I bought the F-150, I bought the Ram, I bought the Silverado.’ Now they might say, ‘I’m going to buy an electric one.’ That reset moment provides a competitive opportunity to enter, whether it’s Rivian or whether it’s us.”
This new Volkswagen electric pickup, if it is actually launched, will compete with various manufacturers who have already played in this segment with high consumer loyalty, such as Ford, Chevrolet, Tesla, Rivian, and GMC.