Volkswagen is reportedly preparing to enter the U. S.
truck market with an American-built pickup before the end of the decade.
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The move is part of a broader strategy to boost its modest 4% share of the U. S.
market, according to German business publication Handelsblatt.
The automaker has not sold a pickup in the U. S.
since the Rabbit-based Volkswagen Pickup ended its run in 1984. However, trucks remain among the highest-margin vehicles in America, making the segment attractive.
Production is expected to take place at Volkswagen's existing plant in Chattanooga, Tennessee.
Building locally would avoid tariffs on imported pickups, which contributed to the demise of VW's Bus-based pickup in 1971.
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Ford Partnership Likely
Given the high cost of developing an all-new body-on-frame pickup, a partnership with Ford seems probable.
The two companies already collaborate on models like the Amarok, which is based on the Ford Ranger, and the European Transporter, which uses the Ford Transit.
A joint effort could shorten development time and provide a proven platform for one of America's toughest segments.
The report does not mention a possible electric variant, but VW could theoretically twin a new pickup with Ford's $30k electric Fathom.
However, a pickup alone won't transform VW's fortunes. The company still imports several high-volume models from Mexico, exposing them to tariffs.
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Handelsblatt also mentions a larger SUV above the Atlas as part of the lineup review.
