Macro Finance
VW Wants to Take On Wrangler and Bronco on Their US Home Turf
Bloomberg Markets·October 15, 2026·1 min read
Volkswagen AG is investing heavily in the US market, which CEO Oliver Blume calls 'one big growth opportunity.' The company plans to enter the US light truck and offroad SUV market, with projects including a software venture with Rivian and revival of heritage brand Scout. It aims to field a midsize pickup and offroad SUV to compete with Chevrolet Colorado and Ford Bronco.
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