Volkswagen plans to restructure its United States operations by appointing new leadership and introducing a pickup truck to its American product lineup, a company source told Reuters on Friday. The German automaker intends to produce the new vehicle within the U.S. and bring it to market before 2030.
The strategic shift follows rising costs and competition from Chinese manufacturers. In response, Volkswagen CEO Oliver Blume has pledged a group-wide overhaul. On Friday, the company's controlling families publicly supported management's efforts to implement a restructuring plan following a decline in profits.
Marco Schubert, formerly the head of sales for Audi, will move to the U.S. to lead the regional business, replacing Kjell Gruner. Thomas Schaefer, head of the Volkswagen brand, identified pickup trucks and large SUVs as key growth areas. The company currently holds a 4% share of the U.S. auto market and does not offer these high-margin vehicle types in the country.
Volkswagen may develop the new pickup independently or through a partnership, with a decision expected in the coming months. Ford is considered a potential partner due to existing collaborations, such as the Amarok pickup manufactured in South Africa, which shares a platform with the Ford Ranger. Earlier this year, Volkswagen stopped production of the electric ID.4 at its Chattanooga, Tennessee, plant following changes to U.S. electric vehicle incentives.
For U.S. households, the introduction of a new domestic-built pickup option could change available choices and pricing in the truck market by the end of the decade. While Volkswagen's 4% market share is currently small, the production of a new model in the U.S. could lead to new manufacturing investments or the repurposing of existing facilities, such as the Chattanooga plant that recently saw the discontinuation of the ID.4 model. The company's focus on combustion engine trucks and SUVs reflects a response to market demand that has led U.S. competitors to raise their 2026 profit outlooks.
The decision on whether to build the truck alone or with a partner like Ford will set a precedent for future automotive manufacturing alliances. A partnership could lower development costs but may lead to shared technology across brands, similar to the existing Amarok and Ranger platform sharing. Volkswagen expects to finalize its development path in the coming weeks and months, with a goal to have the vehicle on American roads by 2029.