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Tuesday, December 06, 2022

Volkswagen USA: Scott Keogh becomes CEO of VW USA’s newly formed pickup truck subsidiary

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scott keoghe

The regional head has been appointed as the CEO of “Scout”.

(Photo: Associated Press)

New York Scott Keogh aims to build the newly established Volkswagen subsidiary Scout in the United States and promote electromobility. The VW Group announced this on Tuesday evening. Keogh was previously the regional head of VW North America.

With the Scout brand, VW wants to finally go down a growth path in the United States. The most popular cars are pick-up trucks. Unlike competition from Ford, Toyota and Co., the Wolfsburg-based group has yet to offer a car with loading areas. With the revived traditional American brand Scout, that is about to change.

Keogh had long advocated for VW to launch its pick-up truck in the United States. He is considered one of the architects behind the expansion of the SUV range that brought the North American business out of the red. American began his career at Mercedes-Benz in the United States before taking over the management of Audi in North America and eventually emerging as the local CEO.

Market observers expected the Scout to be managed as a brand by VW North America. However, the headquarters in Wolfsburg decided to set up an independent company. As per reports, it should be given more freedom to make the all-electric pick-up a success in the United States. Keogh advocated its introduction.

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to increase market share

The car manager is now considered a staunch supporter of e-mobility. On the occasion of a recycling collaboration announced last week with former Tesla manager JB Straubel’s start-up Redwood, Keogh gave Handelsblatt clear goals.

“We will transform North America into a major destination for electric mobility,” he said, “from development to assembly, supplier partnerships and recycling to planning for battery cell production”. VW Group will “significantly expand its range of electric vehicles in the US by 2030”.

VW North America will be succeeded by Pablo Di Cie, formerly the executive chairman of the VW South America region. Keogh and Di Si will assume their new positions on September 1. VW CEO Herbert Diess is looking to expand market share in the United States in the coming years. The high proportion of electric-drive vehicles should also help here.

dpa. with material from

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