Volkswagen is expanding its turnaround strategy across the U.S., Canada and Mexico, with Volkswagen pickup trucks now officially being considered for the region as the automaker shifts its focus toward products that better match local customer and dealer demand.

Volkswagen Puts Pickup Trucks Back on the Table

The announcement comes as Volkswagen continues one of its biggest shakeups in years, including factory shutdowns in Germany, aggressive cost-cutting efforts and questions surrounding the future of some of its brands.

Alongside a leadership shuffle from Brand Group Core, Volkswagen has introduced a new North American strategy focused on making decisions that better reflect what buyers and dealers in the region want.

The most notable part of the plan is Volkswagen’s confirmation that pickup trucks are being considered for its future North American lineup. The brand has not had a pickup in the U.S. since the Rabbit Pickup disappeared.

Volkswagen’s B-Segment Pickup Wording Raises Questions

In its announcement, Volkswagen said North America will focus on segments with the strongest market demand and those that best meet the needs of regional customers and dealers.

“Going forward, Volkswagen in North America will focus on those segments that show the strongest market demand and best meet the needs of customers and dealers in the region. Successful models will be further strengthened, the portfolio expanded, and Volkswagen’s presence in the growing HEV (Hybrid Electric Vehicle) segment accelerated… As part of this approach, the brand will explore opportunities in the highly popular body-on-frame B-segment, including robust SUVs and pick-up trucks, as a potential component of Volkswagen’s future product portfolio,” the company said in a statement.

While the pickup reference is clear, Volkswagen’s use of the term “body-on-frame B-segment” is less straightforward. In North America, B-segment generally refers to subcompact vehicles, while body-on-frame trucks are not typically associated with that category.

If Volkswagen literally means a B-segment pickup, the vehicle could be positioned closer in size to the Ford Maverick, which currently dominates the small-truck market.

A Midsize Volkswagen Pickup Could Be Another Option

Another possibility is that the segment designation is the result of a translation issue. Volkswagen could instead be referring to the larger midsize pickup class.

That market includes the Toyota Tacoma, Chevy Colorado, GMC Canyon, Nissan Frontier, Jeep Gladiator and Ford Ranger. New entrants such as Hyundai and Mitsubishi have also announced their intention to enter the segment.

For now, Volkswagen has not disclosed what type of pickup it is considering or when such a vehicle could arrive.

Hybrids Are Also Central to Volkswagen’s North American Plan

Pickup trucks are only one part of Volkswagen’s revised North American strategy. The company also plans to accelerate its presence in the growing HEV segment, making hybrid electric vehicles a bigger priority.

The strategy follows Volkswagen’s recent signals that hybrids are coming to some of its biggest SUVs sold in the U.S. The company has acknowledged that many American buyers continue to seek the efficiency benefits of electrification without moving to a fully electric vehicle.

Volkswagen boss Thomas Schäfer has indicated that the company is not pursuing quick wins with the strategy. Instead, the focus is on vehicles that customers and dealers actually want.

Volkswagen’s North American Lineup Could Expand

Volkswagen’s latest plan puts bigger SUVs, hybrid electric vehicles and pickup trucks among the products under consideration for North America. The company has not yet specified what its potential pickup would look like or which truck segment it would target.