Volkswagen Plans US Pickup Truck and Management Shakeup

The Volkswagen Group is overhauling its United States strategy to target high-margin demand for large vehicles and combat rising costs and competition from China. As part of this shift, the company plans to launch a new pickup truck manufactured within the U.S. before the end of the decade.

CEO Oliver Blume is driving a group-wide restructuring to address financial pressures. Thomas Schaefer, head of the Volkswagen brand, identified pickup trucks and large SUVs as primary growth opportunities to improve the company's current 4% U.S. market share.

To lead this transition, Marco Schubert, formerly the head of sales at Audi, will replace Kjell Gruner as the head of the U.S. market. Volkswagen is currently evaluating whether to develop the new pickup independently or partner with Ford Motor Company, with whom it already shares a platform for electric models and the Amarok.