Volkswagen-backed startup Scout Motors broke cover just a few months ago, and at this week’s CES 2025 in Las Vegas, Nevada, they hold the honor of being one of the only American automakers with a presence at the show.
That’s not the only thing that stands out about Scout being here, though. In a sea of screens, AI, and voice assistants, Scout is sticking to a far more classic approach with its two vehicles, the Traveler SUV and the Terra pickup. That means regular old door handles, not ones that magically pop out of the side of the car, as well as optional gas-powered range extenders on both vehicles. And it means buttons — lots of buttons — at a time when many major automakers seem to think physical toggles, levers, or knobs are passé.
Scout’s not anti-tech. After all, its vehicles will be among the first to use the software and electrical architecture from the newly-formed joint venture between Rivian and Volkswagen. Rather, this approach is in keeping with the company’s lineage as a mid-20th century auto brand.
The shadow of Volkswagen looms large over Scout’s efforts. Will the German giant really stand by and let a new American offshoot sink or swim, or is it standing by like a worried parent? For what it’s worth, Volkswagen Group CEO Oliver Blume defended the choice to let Scout chart its own course at an event on the sidelines of CES 2025, saying he was determined to bring back an “American icon.”
Scout Motors CEO Scott Keogh has taken that independence and run with it. The former head of both VW America and Audi of America, sat down with TechCrunch at the show to share what it’s like to run an automotive startup, how he plans to take care of customers when the vehicles hit the road in 2027, and, of course – his philosophy on buttons.
This interview has been edited for length.
You have run some pretty storied brands, Audi of America being one of them. Give me three big differences between running what is ostensibly a startup versus running a more t …