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Rugged Demand
As volatile as the automotive industry is, there are times when trends emerge. It usually comes out of nowhere and is dictated by lifestyle changes to the customers; one such trend that has emerged is the growing need for rugged vehicles, especially in America.
Volkswagenis in a moment of restructuring itself, from cutting jobs to closing plants, but also rethinking its own model lineup across the globe. While the Amarok was never sold in the U.S., it seems an SUV version was on the table before but was shelved; now it seems it might become a reality.
Secret SUV
In a report by GoAuto, they were able to obtain information that Volkswagen's Commercial Vehicle Division (VWCV) has confirmed that it actually built a secret prototype 7-seater wagon of the first-generation Amarok pickup. Furthermore, VWCV also told the Australian publication that it is still very much interested in producing a ladder-frame SUV if it can overcome the project's "persistent scale problems."
The report highlights that the Amarok Wagon would have directly competed with the likes of other ladder-frame-based SUVs like the Ford Everest, Land Cruiser Prado, and Isuzu MU-X. VWCV chief executive Stefan Mecha said that expanding into the rugged 4WD SUV segment has been a longstanding ambition, but they could never properly get approval from the bosses at VW. Mainly because the car would have been developed and built for a specific region only, meaning they would need more "scale" to get the project approved.
Financing also didn't make sense at the time; the project's economics never made it possible to get approval and make it to production. Back in 2024, VWCV head of design Albert Kirzinger actually shared a render of the Amarok-based SUV.
Coming Back To Life?
In the report, it was also mentioned that it seems the rugged SUV project might just get a second chance at life. This comes after Volkswagen announced that a third-generation Amarok is underway and will be produced through a joint venture that will make the pickup and possibly a "closed" version of it. Currently, VW has a relationship with Ford and could use the Everest as a base apart from the already established Ranger-based relationship. Mecha was quick to point out, though, that the Everest hasn't been brought up yet in terms of its current cooperation with the Blue Oval, but the SUV project remains an interesting concept.
Looking at the market, SUVs aren't slowing down in terms of demand across the globe. In America, VW's best sellers are its SUV models. Could a more rugged-based SUV work in the U.S.? Possibly, but a major hurdle is the Chicken Tax, which imposes a 25% tariff on light trucks and cargo vans that aren't made in the U.S., meaning VW might have to consider an American production line, which could also entail costs to retool the plants.
