The Volkswagen Group will establish a new brand in the United States focused on adventure vehicles. If all goes according to plan, the so-called Scout brand will become official later this year and in 2024 we will see the first prototypes of an SUV and a pickup truck. Final production models are expected to hit the market in 2026, although it seems not everyone is as excited about the new marque as Volkswagen.

According to a new report from Automotive New, the National Automobile Dealers Association and several state associations have contacted Volkswagen of America with questions about how the new brand will be marketed and retailed in the United States. Specifically, dealer associations wanted guarantees that any marketing plans will not violate state franchise laws, according to the online publication. We contacted Volkswagen of America, but the automaker declined to comment.

When VW Group CEO Herbert Diess announced the new brand, he said Scout would be established as a “separate and independent company” and operate as a separate business entity from the core VW brand. At the time, Diess, however, did not explain how the brand’s products – an electric SUV and a truck at launch – will be distributed. Scott Keogh, CEO of VW of America, decided to “quickly and clearly communicate Scout’s distribution plan to your dealers who have made significant investments to support VW’s business model and its transformation to electrification.”

Meanwhile, several dealer associations wrote to Keogh generally asking how the Scout brand would be retailed in the United States. According Automotive Newsthe letters varied in tone but everyone wanted to know if the new brand would sell directly to consumers or be a competing franchise with the existing VW dealer network.

Apparently, Volkswagen isn’t ready to provide more information regarding its retail plans for the Scout brand. However, the Wolfsburg-based automaker has promised to “share more news as it becomes available”, so stay tuned.


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