Volkswagen is making another push into the North American pickup truck market. After drawing interest with the Atlas Tanoak concept in 2018 and the Tarok in 2019, Volkswagen recently mentioned its pickup truck ambitions at the 2025 New York Auto Show. This time, a key highlight is the consideration of an EREV (extended-range electric vehicle) powertrain.
Currently, Ford, Chevrolet, and RAM dominate the full-size pickup market in North America. However, consumer interest is growing in mid-size and compact electric pickups, which is where Volkswagen sees an opportunity. Volkswagen’s CEO stated that the company will complete a detailed review by the end of this year, thoroughly evaluating the platform, production methods, and overall product strategy.
Platform Shift: From Body-on-Frame to Skateboard
Unlike conventional pickups with body-on-frame setups, Volkswagen is exploring an alternative approach using a skateboard platform. This design positions the battery flat beneath the cabin and helps improve structural rigidity and interior space. If the suspension structure is well-engineered, the setup can handle payloads without issue.
Volkswagen is already developing rugged electric models like the Terra and Traveler SUVs under its Scout brand, which retain the traditional body-on-frame structure. Therefore, the pickups under the Volkswagen brand are likely to differentiate themselves by being more user-friendly and utility-focused, rather than competing directly with these models. The EREV approach combines an electric motor with a gasoline engine and is a practical solution.
Re-entering the market with proven models targeting Kia’s strategic pickup
Volkswagen also announced its plans to enter the hybrid SUV market alongside its pickup. The two models, Tiguan and Atlas, will be the first hybrid vehicles since the Jetta was discontinued a decade ago. Both are already popular in the North American market. Interestingly, Volkswagen plans to launch full hybrid models before plug-in hybrids, a strategy similar to that of competitors like Hyundai.
Additionally, the production location is a crucial factor. The Atlas is currently produced at a facility in Tennessee, while the Tiguan is manufactured in Mexico. Volkswagen indicated that local production is faster than that imported from Europe and that it provides benefits under the Inflation Reduction Act. The company also strongly suggested the possibility of North American production. This targets Kia’s development of a North American strategic electric pickup truck.
Ready to Fill the Mid-Size EV Truck Gap
Full-size models like the Tesla Cybertruck, Ford F-150 Lightning, and Rivian R1T currently lead the electric pickup market. However, there is still a lack of clear competitors for medium-sized, flexible platform-based electric pickups. If Volkswagen can fill this gap, the potential for success is significant. The EREV could be highly useful in North America’s interior regions, where charging infrastructure is not yet fully developed.
Volkswagen stated that its technical preparations are nearly complete. The remaining task is to confirm market viability and demand. The CEO of Volkswagen mentioned that Volkswagen is ready. All that’s left is the support of consumers. With numerous brands under its umbrella, Volkswagen possesses the potential for technological advancement and platform flexibility. Whether they can disrupt the North American pickup market remains to be seen, and Kia is likely feeling the pressure.
