Volkswagen is undertaking a comprehensive review of its United States market strategy, according to reporting from German business newspaper Handelsblatt. The German automaker plans to restructure its US model portfolio, with some existing vehicles potentially being discontinued as part of the realignment.
Marco Schubert, currently serving as Audi’s outgoing sales chief, is set to assume leadership of Volkswagen’s American operations, replacing Kjell Gruner. Thomas Schäfer, who heads the VW brand globally, has identified pickup trucks and large sport utility vehicles as key categories for expansion, citing strong customer demand and favorable profit margins in the US market, segments where Volkswagen currently does not compete.
VW has established a target to launch its first pickup truck before 2030, with production planned at a US manufacturing facility. The company has not yet finalized its approach to the vehicle’s development, with options including independent development, collaboration with suppliers, or a partnership with another automaker. Ford emerged as the primary candidate for a potential partnership, given the two companies’ existing collaborative relationships in Europe and commercial vehicle segments dating to 2020. A decision on the development path is anticipated in the coming weeks or months.
VW operates a manufacturing site in Chattanooga, Tennessee, which currently produces the Atlas SUV and a derivative model. The facility previously produced the electric ID.4 before output was reduced ahead of schedule in April. Smaller vehicles sold in the US market, including the Tiguan, Taos, and Jetta, are imported from Mexico and face tariff challenges.
The strategic shift comes following pressure from Porsche SE, Volkswagen’s controlling shareholder, which called for accelerated measures to strengthen the VW Group’s competitive standing after recording substantial impairment charges related to its stake in the company.
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