Shakespeare was wrong when Romeo rhetorically asks, "What's in a name?"
The answer is not irrelevant — it's money. In fact, Volkswagen is banking on that fact.
The German automaker is moving ahead with plans to resurrect the Scout name that it acquired last year when its heavy-truck brand merged with Navistar and, in the process, acquired the rights to the long-dormant name used by International Harvester for its off-roader from 1960 to 1980. VW reportedly is targeting 250,000 annual U.S. Scout sales — an SUV and a pickup — when the badge is revived in 2026.
But beyond the badge — which still carries some level of cachet among an aging generation of off-road enthusiasts, much like the also-Indiana-built Avanti does among performance aficionados — VW's plan is for a "rugged" SUV and pickup which are, right now, completely outside its wheelhouse.
I could be proved wrong, but I'm skeptical that tomorrow's Scout will be the same type of true off-road …