VW Considering Larger Pickup For U.S. Market
The Amarok may not be coming to the United States, but depending on the success of the General Motors’ twin midsize pickups, Volkswagen may re-enter the light-duty truck market with a product more suited to a U.S. audience.
Autoblog reports VW is mulling over the idea of bringing a truck to the U.S. market, though it may not be the Amarok popular around the world, according to VW Group head of powertrain development Dr. Heinz-Jakob Neußer:
We are just reworking our truck strategy, and this is part of thinking about it. But the Amarok fits not very well to the efforts of the market.
Speculation around the VW U.S. pickup include a revised Amarok or a separate U.S.-only model.
Seattle-based writer, blogger, and photographer for many a publication. Born in Louisville. Raised in Kansas. Where I lay my head is home.
More by Cameron Aubernon
Comments
Join the conversation
VWs are not very reliable. The Amarok is not a bad looking truck but why would you pay more for a much less reliable truck. I would much rather have a Tacoma, Frontier, or Colorado/Canyon. As for larger trucks DM would prefer something 50% larger than the current full size with a 500 horsepower V8 motor. Bigger is better, isn't that the American way even if you do not need something bigger? VW should not enter this market. If anything VW would be better to concentrate their resources on a competitive compact crossover with a diesel option.
A ten year 100K mile bumper to bumper warranty, and included service contract would be about the only way I would ever consider VW to have a reliable pickup. A diesel option would be nice. I can't see it happening. VW will either price it too high, or the reliability just won't be there. This is besides the fact that a VW dealer's service department has more fresh manure than a pickup bed can hold. They are more likely to go the Routan route and re-badge someone else's vehicle and piss off another generation of buyers with arrogant sales, poor service, and a corporate mentality that doesn't want to help existing customers. Just call 800-822-8987 and try and get them to actually DO something.
VW isn't stupid. Not the smartest, but a small truck offering would be devoured by the bottom end of the market. That's what American fleet, cheapskates and other rebate demanding bottom feeders do best. That's why Mazda, Mitsu and Isuzu ran screaming. VW is quite aware of this. Americans just don't take small trucks as seriously as other parts of the world do. And they don't have full-size trucks as the spoiler. The King Ranch of small trucks would get laughed out of the American market. But the high end has to subsidize the bottom end. It would be ridiculous to try to sell smaller trucks at higher prices than full-size MSRP, never mind after rebates. But that's what small truck OEMs are faced with. Full-size trucks offer tremendous value and resale than some cars can't match.
Here are some comments and a link regarding the issues confronting VW with trying to realise a pickup truck market in the US. From what I've read VW is more seriously considering the Caddy in the small van segement. Here's a comment from a Ford (Dearborn) commercial executive in relation to the removal of the chicken tax. " Potentially, it could reanimate the cadaverous compact-pickup segment and open the door to imported trucks like the VW Amarok and global Ford Ranger. Doug Scott, the head of marketing for Ford’s truck division, puts it succinctly: “With the [current] tax, importing a compact pickup is a nonstarter.” Here's the link to substantiate my comments. So it's not only VW who see the chicken tax as a hinderance to developing and expanding the US pickup truck market. This would give Americans' a wider range of choice and increase competition. Which would translate into a better market. http://www.caranddriver.com/features/free-trade-cars-why-a-useurope-free-trade-agreement-is-a-good-idea-feature