The regional head has been appointed CEO of “Scout”.
(Photo: AP)
new York Scott Keogh is to develop the newly founded Volkswagen subsidiary “Scout” in the USA and promote electromobility. The VW Group announced this on Tuesday evening. Keogh was previously regional head of VW North America.
With the Scout brand, VW finally wants to get on the growth path in the USA. The most popular cars there are pick-up trucks. In contrast to the competition from Ford, Toyota and Co., the Wolfsburg-based group has not yet offered any cars with loading areas. With the revived traditional US brand “Scout”, that is now set to change.
Keogh had long advocated for VW to launch its own 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. The American began his career at Mercedes-Benz in the United States before taking over management of Audi in North America and eventually rising to local CEO.
Market observers had expected that “Scout” would be managed as a brand by VW North America. However, the headquarters in Wolfsburg decided to set up an independent company. This is said to be given more legroom in order to make the all-electric pick-up a success in the USA. Keogh had advocated its introduction at an early stage.
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Market share to grow
The car manager is now considered a staunch advocate of e-mobility. On the occasion of the recycling cooperation announced last week with the start-up Redwood of ex-Tesla manager JB Straubel, Keogh had given the Handelsblatt clear goals.
“We will transform North America into a leading location for electric mobility,” he said, “from development to assembly, supplier partnerships and recycling to plans for battery cell production.” The VW Group will “extend its range of electric vehicles in America by 2030.”
Successor at the helm of VW North America is to be Pablo Di Si, previously Executive Chairman of the VW South America region. Keogh and Di Si will take up their new positions on September 1st. VW CEO Herbert Diess wants to significantly expand market share in the USA in the coming years. A higher proportion of vehicles with electric drives should also help here.
With material from dpa.
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