Volkswagen U.S. pickup truck reportedly targeted before 2030
Volkswagen is reportedly weighing a U.S.-built pickup to gain ground in a lucrative market, though key product decisions remain open.
By Maya Lindqvist · Senior Technology Correspondent
3 min read
Volkswagen is reportedly considering a U.S.-built pickup truck for sale before the end of the decade as part of a broader reset of its American business. The Volkswagen U.S. pickup truck plan has not been announced by the company, which declined to comment when asked about the report.
Reuters reported on Aug. 7, citing a company source, that Volkswagen wants to add a pickup and revise its U.S. product strategy under new management. The reported target is for the brand's first pickup to reach the market before 2030 and to be made in the United States.
What is known about Volkswagen's reported U.S. pickup truck?
The vehicle's size, price, powertrain and manufacturing site have not been settled publicly. Reuters said Volkswagen had yet to decide whether to develop the truck itself or work with another automaker, with a decision expected in the following weeks or months, according to its source.
Ford is a possible partner, not a confirmed one. Reuters pointed to the companies' existing ties: Ford uses Volkswagen's MEB electric-vehicle platform for the Explorer and Capri sold in Europe, while Volkswagen's Amarok pickup shares its underpinnings with the Ford Ranger. Volkswagen sells the Amarok outside the United States, but it is not sold in the U.S., Reuters and Ars Technica reported.
Why is Volkswagen looking at a pickup?
Volkswagen brand chief Thomas Schaefer sees pickups and large SUVs as growth openings because the company does not currently offer either type of vehicle in the United States, Reuters reported. The segments also tend to carry higher margins and have strong U.S. demand, according to the report.
Pickup trucks represented nearly 20% of U.S. vehicle sales last year, Cox Automotive data cited by Reuters showed. The market is led largely by Ford, General Motors and Stellantis's Ram brand; larger pickups had average sticker prices close to $70,000.
Volkswagen has a factory in Chattanooga, Tennessee, where it ended production of the ID.4 electric SUV earlier in 2026 after U.S. EV incentive changes, Reuters reported. That plant is part of the company's U.S. manufacturing footprint, but Volkswagen has not confirmed that it would build the reported pickup there.
The possible truck comes as Volkswagen seeks a stronger position in the American market, where it holds about 4% share, according to Reuters. Reuters also reported that Marco Schubert, formerly Audi's sales chief, was expected to replace departing North America chief Kjell Gruner under the reported overhaul.
- Reported goal: a U.S.-built pickup on sale before 2030.
- Not confirmed: the model's design, segment, powertrain, price, factory and partner.
- Possible partner: Ford, based on existing cooperation, according to Reuters.
This story draws on original reporting from Ars Technica.