Volkswagen of America Boss Envisions Getting People Out of SUVs and Into a Pickup

Steph Willems
by Steph Willems

A Volkswagen concept that’s not really a concept appeared in New York City this week, aimed at gauging the American public’s level of interest in a unibody pickup that leans heavily in the direction of “crossover with a bed.”

While South American customers will soon be able to purchase a VW Tarok, the automaker says the model won’t come here. But something like it might. Unlike the company’s brawny Tanoak concept, a vehicle mimicking the Tarok could be offered at a lower price point, and that’s something that interests VW of America head Scott Keogh.

Speaking to Autoblog on the sidelines of the New York Auto Show, Keogh says he can see exactly where such a model would fit in the brand’s lineup.

“We can come in with an extremely smart price point,” he said. “I think you could put a vehicle like that in the marketplace for mid-20s with proper engine, proper everything.”

For South American buyers, the only engine available in the Tarok is a turbocharged 1.4-liter four-cylinder borrowed from the brand’s small car line. Any truck offered in America would need a power boost, and the Atlas, which shares a platform with the Tarok, has the solution — a turbo 2.0-liter and 3.6-liter V6.

While Volkswagen has expressed interest in the midsize pickup space, it has also expressed reservations. The main players are very well established, as well as body-on-frame, and its ranks are growing. Considering VW doesn’t seem interested in offering a rebadged Ford Ranger in this continent, would it be worth it to to develop an extended-platform midsizer like a Tanoak, or keep the Atlas’ wheelbase and try to offer something new at a lower price?

The Atlas starts at $30,895 (before destination) for the vanishingly rare front-drive four-cylinder model, and a model like the Tanoak, boasting an 11-inch wheelbase stretch, would find itself competing directly with similarly priced BOF pickups. Hardly an attractive prospect.

With something like the Tarok, Keogh said, VW wouldn’t just be luring pickup intenders — it might move people out of their modestly priced crossovers and SUVs.

VW’s American arm has more autonomy than in years past, part of the automaker’s move to decentralize its planning and keep on top of regional trends. If Keogh can make a case for a Tarok-like truck, head office is likely to listen. And Keogh is interested.

“We do see a big trend in terms of outdoor enthusiasm,” Keough said. “Do I see more opportunity than I did before? I do.”

[Image: Volkswagen]

Steph Willems
Steph Willems

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  • Sirwired Sirwired on Apr 18, 2019

    If VW holds true to form, they'll make a decision two years from now, and take another four years to bring it to the US market.

  • Steve203 Steve203 on Apr 18, 2019

    I don't see Ridgelines at every traffic light. In fact, they are downright rare here in metro Detroit. Don't see FCA chomping at the bit to bring in the Toro either.

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    • Vulpine Vulpine on Apr 19, 2019

      @Steve203: Maybe not crew cab but certainly an extended cab (shorter bed, too). In many ways, that would be a near-ideal truck for what I wanted but my wife's wants now demanded a larger truck that I think the Toro could service (if I can convince her that a 24' travel trailer is far more than we need.)

  • Wolfwagen Is it me or have auto shows just turned to meh? To me, there isn't much excitement anymore. it's like we have hit a second malaise era. Every new vehicle is some cookie-cutter CUV. No cutting-edge designs. No talk of any great powertrains, or technological achievements. It's sort of expected with the push to EVs but there is no news on that front either. No new battery tech, no new charging tech. Nothing.
  • CanadaCraig You can just imagine how quickly the tires are going to wear out on a 5,800 lbs AWD 2024 Dodge Charger.
  • Luke42 I tried FSD for a month in December 2022 on my Model Y and wasn’t impressed.The building-blocks were amazing but sum of the all of those amazing parts was about as useful as Honda Sensing in terms of reducing the driver’s workload.I have a list of fixes I need to see in Autopilot before I blow another $200 renting FSD. But I will try it for free for a month.I would love it if FSD v12 lived up to the hype and my mind were changed. But I have no reason to believe I might be wrong at this point, based on the reviews I’ve read so far. [shrug]. I’m sure I’ll have more to say about it once I get to test it.
  • FormerFF We bought three new and one used car last year, so we won't be visiting any showrooms this year unless a meteor hits one of them. Sorry to hear that Mini has terminated the manual transmission, a Mini could be a fun car to drive with a stick.It appears that 2025 is going to see a significant decrease in the number of models that can be had with a stick. The used car we bought is a Mk 7 GTI with a six speed manual, and my younger daughter and I are enjoying it quite a lot. We'll be hanging on to it for many years.
  • Oberkanone Where is the value here? Magna is assembling the vehicles. The IP is not novel. Just buy the IP at bankruptcy stage for next to nothing.
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