VW's Scout Brand Takes Aim At Ford And Chevy

Ahead of its upcoming relaunch, Scout Motors has fired shots at the Ford Bronco and rivals in a new video that showcases the automaker's past, present, and future.

The clip centers around Scout's beginnings and the creation of a simple, utilitarian, yet rugged off-roader that could also serve as a family vehicle. The company claims the Scout was the first SUV. While many will contest that statement, there's no denying the Scout name was associated with tough 4x4s long before there was a Ford Bronco.

And Scout has reminded us of that fact. "[It] was the first SUV. We called it the Scout. That was back in 1961, before Bronco, before Blazer, before anybody," says the video.

It's worth noting that by 1961, Toyota, Land Rover, and Jeep each offered an off-road vehicle, albeit in more down-to-earth packages.

It may be wholly owned by the Volkswagen Group, but Scout Motors will operate as an independent American brand. This will ensure that the all-American image of the Scout brand isn't diluted. That's important, as it would appear the automaker is leaning heavily on that, aiming to recapture the mood of the period when the original was released.

In the video, the voice-over claims the Scout off-roader was «the machine of the moment» and created a generation of adventurous, hard-working, and optimistic Americans. It was unlike anything else in the early '60s, and trailblazing customers were attracted to it.

History may be repeating itself. With the exception of the Rivian R1S and the upcoming Jeep Recon, few electric off-roaders are on the market. The Scout Pickup and Scout SUV will attempt to recapture their spiritual predecessors' rugged and adventurous charm. A reveal is scheduled sometime in 2024, with production planned for 2026.

American consumers are a fiercely loyal bunch, especially when it comes to iconic vehicles like the Wrangler and Bronco. How will Scout convince buyers to switch brands and go electric? With low pricing. The company is aiming for an entry price of $50,000 and will do so by keeping battery production costs down. Scout will most likely base its products on the Scalable Systems Platform.

«We want to be dramatically more competitive on price