VW Revives the Iconic Scout Brand
VW’s Scout Motors has surpassed 50,000 refundable reservation deposits for its upcoming electric vehicles (EVs), signaling a strong consumer interest. The Scout brand, originally an American nameplate from 1961 to 1980, was revived by VW to cater to the growing demand for electric pickups and SUVs. Volkswagen unveiled production-intent models of the Scout Terra pickup and Scout Traveler SUV in October, both of which will be available as all-electric vehicles (EVs) or extended-range electric vehicles (EREVs).
Scout’s reservation numbers, while impressive, fall short of the early reservations garnered by other automakers when EVs were first introduced in the early 2020s. Despite this, the reservations serve as a positive indicator of consumer interest, although they do not guarantee actual sales. VW CEO Oliver Blume highlighted the favorable market response, particularly emphasizing the emotional connection to the Scout brand, calling it “a love story” with deep roots in American automotive history.
Growing Interest in Scout’s Electric and EREV Models
Scout Motors’ CEO, Scott Keogh, revealed that 70% of the reservations have been for the Traveler SUV, which aligns with the company’s expectations. While the company has not disclosed the breakdown between all-electric and EREV models, Keogh expressed satisfaction with the overall numbers, citing a positive response to the EREV option.
An EREV is a type of plug-in hybrid electric vehicle that combines an electric motor and battery with a traditional internal combustion engine. This engine acts as a generator, powering the vehicle’s electric components when the battery is depleted, providing added range and reliability. The inclusion of EREVs by VW’s Scout was a strategic move to mitigate market volatility and address potential fluctuations in consumer demand for fully electric vehicles.
Scout’s Ambitious Plans for the U.S. Market
The success of Scout’s reservation numbers is a key part of VW’s broader strategy to expand its market share in the U.S. The German automaker currently holds a 4% share of the U.S. automotive market, and CEO Blume stated that the company’s ambitions are much greater. VW plans to increase its presence across its various brands, including Audi, Porsche, and Volkswagen itself. However, Blume did not specify a target market share.
Scout is also focused on enhancing brand recognition, engineering its vehicles, and completing its $2 billion manufacturing plant in South Carolina. The plant will have an annual production capacity of 200,000 vehicles and is expected to play a pivotal role in the company’s U.S. expansion efforts. Both the Terra and Traveler models are projected to start under $60,000, with the EREV variants boasting over 500 miles of range and the all-electric models offering up to 350 miles per charge.
In addition to performance and range, VW’s Scout highlighted its vehicles’ connectivity features, including satellite connectivity for remote areas, making them suitable for adventurous, outdoor lifestyles. Scout also plans to leverage technology from VW’s $5.8 billion joint venture with Rivian and source batteries from a joint venture with a Canadian manufacturer to power its EVs.
As the company progresses with its ambitious plans, the growing number of reservations reflects optimism about the future of the Scout brand and its potential to contribute to Volkswagen’s success in the competitive U.S. market.