Volkswagen Plans Major US Overhaul, Eyes First Locally Built Pickup Truck

Volkswagen is preparing a major overhaul of its U.S. operations as the company looks to strengthen its position in one of the world’s largest automotive markets.

According to a Reuters report citing a company source, the German automaker plans to introduce a new management structure and expand its product lineup with a pickup truck built in the United States.

The move comes as Volkswagen faces rising costs and growing competition from Chinese automakers. The company also wants to increase its presence in high-margin vehicle segments that continue to perform strongly in the U.S. market.

Marco Schubert to Lead Volkswagen’s US Operations

As part of the restructuring, Volkswagen has selected Marco Schubert to lead its U.S. business. Schubert currently serves as the head of sales at Audi and will replace Kjell Gruner, who is leaving the company, according to the source.

Volkswagen has not officially commented on the reported management changes.

Volkswagen Targets Pickup Truck Segment

Volkswagen plans to launch its first pickup truck for the U.S. market before the end of this decade. The company intends to manufacture the vehicle in the United States, according to the Reuters report.

Thomas Schaefer, CEO of the Volkswagen brand, sees significant growth opportunities in pickup trucks and large SUVs. Volkswagen currently does not offer products in these high-demand segments in the U.S., despite their strong sales and profitability.

The company has not confirmed whether it will develop the pickup truck independently or work with another automaker.

US Truck Market Remains Highly Profitable

The U.S. continues to generate strong demand for combustion-engine pickup trucks and large SUVs. Ford Motor Company and General Motors recently raised their profit forecasts for 2026, supported by strong sales of these vehicles.

According to Cox Automotive, pickup trucks accounted for nearly 20 percent of all U.S. vehicle sales last year. Full-size pickups from Ford, General Motors and Stellantis continue to dominate the segment, with average transaction prices approaching $70,000.

Existing US Manufacturing Base

Volkswagen already operates a manufacturing facility in Chattanooga, Tennessee. Earlier this year, the company ended production of the all-electric ID.4 at the plant following changes to U.S. electric vehicle incentives.

The upcoming pickup truck could strengthen Volkswagen’s manufacturing footprint in the country if the company proceeds with local production.

Ford Partnership Could Play a Role

Volkswagen has not decided whether it will develop the new pickup truck on its own or with a partner. According to the source, the company expects to make that decision in the coming weeks or months.

Ford could emerge as a potential partner because both companies already collaborate on several global projects. Ford uses Volkswagen’s MEB electric vehicle platform for the Explorer and Capri models produced in Cologne, Germany. In addition, Volkswagen’s Amarok pickup shares its platform with the Ford Ranger.

Volkswagen Looks to Expand Its US Presence

Volkswagen currently holds around 4 percent of the U.S. automotive market. The planned restructuring, leadership changes and proposed pickup truck reflect the company’s effort to strengthen its position and compete more effectively in the country’s profitable truck and SUV market.

The company has not announced an official launch timeline or product specifications, but the reported plans indicate that Volkswagen intends to play a bigger role in the U.S. market over the next several years.

Also Read: Bentley Teases Torcal EV Interior Ahead of Global Debut on September 23