Shafaqna English- On Friday(7 Aug 2026), Reuters received information from a representative within Volkswagen indicating that the German automaker is set to execute a major overhaul of its strategic direction in the United States.
The planned changes encompass two key dimensions: first, a shake-up of the executive team responsible for the American market, and second, a thorough revision of the products the company intends to sell there, which notably includes the introduction of a completely new pickup truck – a vehicle category that Volkswagen has historically not emphasized in its U.S. lineup, suggesting a deliberate effort to capture new customer segments and compete more aggressively in the lucrative light-truck segment.
The same source further disclosed that Marco Schubert, who most recently served as the head of sales operations for Volkswagen’s luxury subsidiary Audi, will be relocating to the United States to take over the leadership position currently held by Kjell Gruner.
Gruner, according to the source, is departing from the company entirely, making way for Schubert to assume responsibility for the American market at a critical juncture when Volkswagen is seeking to revitalize its presence and competitiveness in the region.