German automakers seem to have a penchant for reviving nameplates from years gone by. Some attempts have managed to exceed expectations (BMW’s recreation of MINI), while others have fallen short (Maybach’s brief time as a standalone offering).
The latest effort is already in the offing and comes from the Volkswagen Group. The Scout brand will be a vital element of the automotive conglomerate’s ambitions to lead in the EV space while establishing a more significant footprint in North America. But what exactly is the history of Scout and why has VW picked it to launch an all-electric offensive on the U.S. SUV and pickup market?
Heiko Perlick and Chong Lee from Volkswagen’s Group Strategy discuss the reasons behind bringing the name back as they drive one of the last Scouts to be made, the International Harvester Scout II, around a proving ground.
Why Scout?
Similar to the original Mini, which was last sold with a Rover badge before being spun off into its own brand, the Scout was a model sold by the U.S.-based International Harvester Company.
IH stopped making cars in the ’80s, while its truck division produces International branded vehicles under the Navistar holding company. Navistar was acquired by Volkswagen in 2020, and with it came the rights to the Scout nameplate.
An American Brand For American Sales
Volkswagen is aiming to grab at least 10 percent of the U.S. vehicle market, and according to Lee, trucks and SUVs are a critical element of these ambitions. So, after much deliberation from the board, the decision to go all-in on the revival of Scout was made. Lee talks about it being a very American brand, with Perlick remarking that Scout has a large fan base.
Read: Dealers Await Answers From VW About Scout Brand
However, having been dead for over four decades, we wonder just how much of that International Harvester Scout nostalgia will influence potential customers looking for an EV SUV or truck. That said, with the likes of the Bronco and Defender proving popular, there’s evidently potential.
First Models In 2026
With the first concepts being unveiled next year, before an eventual market launch in 2026, we have some time before we get behind the wheel of a new-age Scout. However, the pieces are slowly falling into place for the all-new brand.
Former President and CEO of Volkswagen Group of America and the CEO of Volkswagen North American Region, Scott Keogh, was appointed chief executive of Scout. In addition, we’re told that the first hirings for the Scout brand are imminent.
But with stiff competition from the likes of Ford, Chevrolet, and Rivian (not to mention the upcoming Cybertruck from Tesla), will nostalgia alone be able to influence buyers into purchasing from the reincarnated brand?
