Volkswagen of America CEO says an electric pickup truck represents 'the chance of a lifetime'

If the brand's North America chief gets his way, Volkswagen could launch an electric pickup truck in the US.

In an interview, Volkswagen Group of America CEO Scott Keogh said he sees a battery-powered truck as a huge opportunity for the German brand to stake its flag in the hot American pickup market.

The chance of a lifetime in this segment is due to the fact that it gives you a reset moment. "It gives you a chance to bring some alternatives and new ideas into this great segment," said Volkswagen's North American boss, Scott Keogh.

It is something we are actively looking at, but nothing to actually report at the moment.

There is an opportunity for Volkswagen to introduce its own battery-powered contender because of the excitement surrounding the new compact pickup trucks. The brand sells a gas pickup outside of the US.

The Ram brand has historically dominated US pickup sales, but it is not the only one. Everyone faces the same challenges when it comes to scaling up production in the electric-pickup segment.

New electric options could shake up deeply ingrained consumer preferences and brand loyalties.

He said that a buyer would typically say, "I buy F-150, I buy Ram, I buy Silverado."

Volkswagen's pickup would compete against an increasingly crowded field of electric trucks if it were ever to see the light of day. The F-150 Lightning is going into production this month, while the Chevrolet EV is set to launch next year. Rivian, a California startup, has begun deliveries of their upscale models.

The Volkswagen Group, which sells vehicles in the US under the Volkswagen, Porsche, Audi, and other brands, is pouring billions of dollars into efforts to develop and manufacture electric models. The Volkswagen brand wants to make 45% of its US sales electric by the year 2030.