Volkswagen’s revived Scout Motors brand has crossed a significant milestone, with more than 50,000 refundable reservations for its first electric pickups and SUVs, as revealed by VW CEO Oliver Blume at the CES tech conference in Las Vegas. The milestone reflects growing consumer interest in the Terra pickup truck and Traveler SUV, which are set to enter the market in 2027.
A Heritage Reimagined
Scout Motors, an iconic American brand from 1961 to 1980, was brought back to life by Volkswagen to strengthen its footprint in the U.S. market. The brand unveiled production-ready concepts of the Terra and Traveler models in October 2024. Both vehicles will be available as all-electric models or extended-range electric vehicles (EREVs).
“The market response has been very, very positive,” said Blume during the CES event. “The reaction was, ‘This is heritage.’ It is kind of a love story.”
To secure a reservation, customers place a $100 refundable deposit, a model that has proven effective for gauging interest in the automotive industry. While the numbers are lower compared to some early electric vehicle launches in the 2020s, the strong response has exceeded the company’s expectations. Scout CEO Scott Keogh noted that 70% of the reservations were for the Traveler SUV, aligning with internal forecasts.
Balancing Electric and EREV Models
Scout’s dual offering of all-electric and EREV models reflects a strategic approach to market fluctuations. EREVs, which combine EV motors, batteries, and a small internal combustion engine, provide extended range by acting as generators for the electric components. These models are projected to deliver over 500 miles of range, while fully electric versions offer up to 350 miles.
Keogh emphasized the importance of EREVs, stating, “There’s been good reaction to the EREV. They offer an extra layer of security for customers amid the evolving EV market.”
Competitive Pricing and Outdoor Focus
Both the Terra and Traveler are expected to start at under $60,000, making them competitive in the growing market for rugged, outdoorsy electric vehicles. Scout aims to appeal to adventure enthusiasts, offering features like satellite connectivity for remote areas, setting them apart from competitors such as Jeep and Rivian.
Scaling Production and Expanding Market Presence
Scout is constructing a $2 billion manufacturing plant in South Carolina, with an annual production capacity of 200,000 vehicles. The plant will utilize batteries supplied by a Volkswagen joint venture in Canada, ensuring a stable supply chain for the most expensive EV component.
In addition, Scout vehicles will leverage software and electrical architecture from Volkswagen’s $5.8 billion joint venture with Rivian, ensuring advanced connectivity and user experience.
Volkswagen sees the Scout brand as a cornerstone of its strategy to expand its U.S. market share, which currently stands at about 4%. Blume expressed optimism about the brand’s potential, saying, “Our ambition is much bigger to improve our market share. The new vehicles entering the market will help achieve this goal.”
As Scout Motors continues its journey, its focus remains on increasing brand recognition, advancing vehicle engineering, and completing its South Carolina facility. The revived brand hopes to carve out a unique position in the competitive EV market while honoring its rich legacy.
With production set to begin in 2027, Scout Motors is poised to bring its blend of heritage and innovation to a new generation of drivers.
