Volkswagen is preparing one of the most ambitious strategic shifts in the history of its American business. According to a report by Reuters citing a company source, the German automaker is planning to overhaul both its US management and its product lineup — including the introduction of a new pickup truck to be brought to market before the end of the decade.
For a brand that has long struggled to crack the American market’s appetite for trucks and large SUVs, the announcement represents a significant and long-overdue course correction.
A New Leader for a New Direction
Marco Schubert, previously head of sales at Volkswagen’s premium brand Audi, is moving to the United States to replace Kjell Gruner as the head of Volkswagen Group of America. German business daily Handelsblatt first reported the plans. Volkswagen declined to officially comment on the matter, but the Reuters report was confirmed by a company source.
Schubert’s background in Audi — a brand that has successfully positioned itself as a premium player in the US market — is seen as significant. His move to VW’s core brand suggests that the company wants to apply similar commercial discipline and market positioning skills to a brand that has historically underperformed in America relative to its global scale.
Gruner had led Volkswagen’s US operations during a period of considerable turbulence, including the aftermath of the Dieselgate scandal’s long-term reputational effects, the difficult rollout of the ID.4 electric SUV, and broader challenges related to trade policy and shifting consumer preferences.
The Pickup Truck Plan
The product side of the strategy is equally significant. Thomas Schaefer, head of the Volkswagen brand, sees growth opportunities in pickup trucks and large SUVs — both high-margin vehicles in strong demand in the US, which the German carmaker does not currently offer. The goal is to bring the first pickup truck to market before the end of the decade.
Pickup trucks accounted for nearly 20% of US vehicle sales last year. That category is dominated by large, rugged pickups from Ford, GM, and Ram-maker Stellantis, with average sticker prices of nearly $70,000 — making them among the most profitable vehicle segments in the global auto industry.
Volkswagen’s absence from this segment has been one of the most glaring gaps in its US lineup. While the brand has found reasonable success with the Tiguan and Atlas crossovers — which account for the bulk of its American sales — it has missed out on the highest-volume and highest-profit segment of the market entirely.
A Ford Partnership?
It remains to be seen whether Volkswagen will develop the new pickup model on its own or in collaboration with another automaker. A decision is expected in the coming weeks and months. Ford is seen as a possible candidate due to Volkswagen’s existing partnership with the US carmaker.
The two companies already have an established relationship: Ford uses Volkswagen’s MEB electric vehicle platform for its Explorer and Capri models sold in Europe, and Volkswagen’s Amarok pickup — sold in other markets — already shares a platform with the Ford Ranger. If that cooperation framework were extended to a US-market pickup, it could significantly reduce the development time and investment required.
The planned pickup truck will reportedly be manufactured in the United States, likely at the Chattanooga, Tennessee plant, which currently produces the Atlas and ID.4. Producing trucks in the US would also help Volkswagen navigate trade and tariff pressures that have made imported vehicles increasingly complicated to price competitively in the American market.
The Broader Context
Volkswagen has been under significant pressure across its global operations. In the face of rising costs and intensifying competition from Chinese automakers, Volkswagen CEO Oliver Blume has pledged to overhaul the group. Controlling families ratcheted up pressure on stakeholders backing management’s push for a dramatic restructuring.
In the US specifically, Volkswagen’s situation has been difficult. The brand saw a 13% drop in overall US sales through 2025, though it has rebounded with the new Tiguan in 2026. The ID.4 electric SUV and ID.Buzz van have underperformed sales expectations. Other models including the Jetta and Taos could face discontinuation as part of the broader restructuring.
A US-market pickup truck would not arrive overnight — the timeline points to sometime before 2030, and even that requires finalizing the platform decision, completing development, and building production capacity. But as a strategic signal, the announcement is unambiguous: Volkswagen is finally willing to go where the American market actually wants it to go.
