German automaker Volkswagen is preparing a major overhaul of its U.S. strategy, including changes in management and an expanded product lineup featuring its first pickup truck for the American market, a company source told Reuters on Friday.
As part of the restructuring, Marco Schubert, formerly head of sales at Volkswagen’s premium brand Audi, will relocate to the United States to replace Kjell Gruner, who is leaving the company, the source said.
German business daily Handelsblatt first reported the planned management changes.
Volkswagen brand chief Thomas Schaefer sees significant growth potential in the U.S. market through the introduction of pickup trucks and large sport utility vehicles, both of which remain among the country’s most profitable and popular vehicle segments. Volkswagen currently does not compete directly in either category.
According to the source, the company aims to launch its first pickup truck in the United States before the end of the decade. The vehicle is expected to be manufactured domestically as part of Volkswagen’s broader effort to strengthen its position in North America.
Volkswagen currently operates a manufacturing plant in Chattanooga, Tennessee, where production of the all-electric ID.4 recently ended ahead of a scheduled transition to new vehicle programmes.
The company has been seeking to improve its performance in the United States, where it has historically lagged behind several global rivals despite significant investments in manufacturing and electric vehicle production.
The strategy shift comes as global automakers continue to reassess product portfolios and manufacturing plans to better align with consumer demand and intensifying competition in key markets.
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