Volkswagen Has Bad News For Budget EV Buyers, But There’s Hope For A Pickup

CarBuzz sat down with Kjell Gruner, president and CEO of the Volkswagen Group of America, during an industry roundtable at the 2025 New York International Auto Show. The discussion covered numerous topics, including the future of electric vehicles, the impact of tariffs, and the German automaker’s product plans, including future EVs beyond the current offerings like the ID.4. Gruner didn’t reveal all of VW’s secrets, but gave some detailed insights on what to expect from the brand, and the entire VW Group.

On the subject of EVs, VW has recently teased two adorable concept vehicles called the ID. 2all and the ID. EVERY1. The former would be Golf-sized and cost around $26,000 in production form, while the latter would be smaller and priced at just $21,000. Sadly, Gruner confirmed our suspicions, and it looks like neither of these vehicles are aimed at the US market.

“When you look at the size of the [US] market, these products are too small, and it would be a niche product. If it’s a niche product that you need to import from Europe, and then you have logistical costs, you would just end up with a niche product that is too expensive for what it does.”

– Kjell Gruner, President and CEO of the Volkswagen Group of America

No Small EVs, But Maybe Some Tech?

“We need to make these products viable for the US customer. Although I like these products, and they are really made well, we need to come from a US market perspective on what’s right for Volkswagen here. So that’s not really a consideration,” Gruner explained. While our dreams of an affordable Bolt competitor from VW may be quashed, there are other lessons that may be learned from the ID. 2all and ID. EVERY1.

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And all you need to do is spend a little more on gas.

“The synergies we are seeking in terms of platform development, battery technology, and electric motors, we are always closely collaborating with Europe and other regions like Latin America. In terms of software, there is also stuff from the Rivian joint venture we’re using there,” he added.

Maybe A Pickup Truck

Gruner was quick to rule out a small EV for the US market, but he was less dismissive of a pickup truck, a topic that’s been discussed for several years now. “It’s a good question to me. We’ll take it step by step in building up what we need,” he said in reference to an electrified pickup for the US market. Volkswagen has built pickup trucks in other markets for decades, but it would need a new, US-built model to avoid tariffs and the infamous chicken tax.

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It will be designed and built for the South American market.

“We’re working on the future product portfolio. To me, that’s one of the growth options we are discussing, but that’s a discussion we are having this year, also with my colleagues in Wolfsburg and my design colleagues. We’re currently discussing different options, what we could launch in addition, but there has been no decision made yet.”