VW to Enter US Off-Road Market via Scout Brand and Rivian Software Partnership

Key Facts

1Volkswagen AG plans to enter the US light truck and off-road SUV market to compete with Wrangler and Bronco models.

2The growth strategy includes a software joint venture with Rivian and the revival of the heritage brand Scout.

Volkswagen AG plans to enter the US light truck and off-road SUV market to compete with the Wrangler and Bronco models. The growth strategy, detailed by CEO Oliver Blume, includes the revival of the heritage brand Scout and the establishment of a software joint venture with Rivian.

VWAGY closed at $7.47 on October 14, 2026, while RIVN closed at $12.95 on the same date. These strategic moves aim to capture growth opportunities in the high-margin US rugged SUV segment as the company seeks to offset broader global demand challenges.