Scout Motors CEO Scott Keogh Thinks Modern Cars Are Getting Too 'Dystopian' and 'Disconnected'

Volkswagen-backed startup Scout Motors made its debut just a few months ago, and at CES 2025 in Las Vegas, Nevada, they stand out as one of the few American automakers present at the show. Scout is taking a different approach compared to many other companies at the event, opting for a more classic style with their Traveler SUV and Terra pickup. These vehicles feature traditional door handles and optional gas-powered range extenders, as well as a focus on physical buttons rather than high-tech interfaces.

Scout is not shying away from technology, though. Their vehicles will be among the first to utilize software and electrical architecture from a joint venture between Rivian and Volkswagen. This approach reflects Scout’s heritage as a mid-20th century auto brand.

The influence of Volkswagen is evident in Scout’s endeavors, raising questions about whether the German giant will let this new American offshoot thrive independently or if it is closely monitoring the situation. Volkswagen Group CEO Oliver Blume expressed his commitment to reviving an “American icon” through Scout Motors.

CEO Scott Keogh, formerly of VW America and Audi of America, spoke with TechCrunch at CES about the experience of leading an automotive startup. He discussed his plans for customer care when the vehicles hit the road in 2027 and shared insights into his philosophy on buttons.

**Running a Startup vs. a Traditional Automaker**

Keogh highlighted three major differences between running a startup like Scout Motors and a traditional automaker. He emphasized the need to be more self-reliant in a startup environment, constantly thinking about survival and innovation, and enjoying the freedom to implement ideas without excessive bureaucracy.

**Development Process and Approach**

Scout Motors aims to be straightforward and practical in its approach to vehicle development. Keogh revealed that they are in the advanced stages of testing and validation, with actual mules on the road undergoing various assessments. The company prioritizes aligning the product with production requirements to ensure feasibility and practicality.

**Unique Challenges of a Startup**

Keogh discussed the unique challenges faced by Scout Motors in the development process compared to a larger automaker. The company’s focus on real-world functionality and authenticity sets them apart from the approach commonly taken by established manufacturers.

I believe that a lot of the important aspects are quite similar. Validation is key. You need to test everything thoroughly to ensure that the car meets your desired standards in terms of noise, harshness, and overall performance.

In the past, I was in charge of the American sales division of a European company. This meant that the process of getting feedback into engineering and production was slower. However, here it’s much more direct and efficient. We are all in close proximity, allowing for quick decision-making based on real-time feedback, which I find very beneficial.

Of course, there is a downside to this approach. We need to be cautious not to act impulsively and disrupt the entire organization. We have limited resources, so we need to focus on a specific path and execute it effectively. Acting on every impulse can lead to confusion and slow down the process. It’s crucial to know when to take action on the feedback we receive, maintaining a balance between speed and thoroughness.

Scout’s presentation of their electric vehicles seems more purposeful compared to other startups in the industry.

How do you maintain this focus while operating at a fast pace, ensuring that you meet the needs of your future customers without being swayed by impulsive decisions?

I agree with you. We had to balance two main aspects. Firstly, we felt the responsibility of reviving an iconic brand, which came with a legacy that many people cherished. We wanted to honor that legacy by creating a genuine and high-quality product. Secondly, we had a target customer in mind and aimed to tailor the car to their preferences. We had to ensure that the car had credibility and stayed true to the brand’s heritage while also reflecting the current American context.

Whether it’s the user experience or the additional features we incorporated into the vehicle, we listened to the feedback from our customers and stayed true to the Scout brand. The positive response we received during the unveiling in Tennessee validated our approach. Building a product around the customer and brand identity can lead to successful outcomes, rather than making random decisions without a clear focus.

How do you plan to support your customers once the vehicles are on the road?

I’ve already started looking beyond the manufacturing phase and focusing on the post-sales service. Building a strong infrastructure to support our customers will be crucial, including setting up warehouses, logistics, and training programs for technicians. Our direct-to-consumer approach will enable a transparent and hassle-free buying experience, ensuring a seamless process for our customers.

We will also prioritize remote updates and on-site repairs to keep the cars running smoothly. Our investment in infrastructure will not only facilitate sales but also provide efficient customer support. While we may not be available in every community initially, we aim to gradually expand our reach while ensuring quality service in each market we enter.

You’re absolutely right. Nothing will tarnish the Scout brand faster than not delivering on parts availability, trained technicians, and promises. We are committed to investing in these areas to ensure we meet our commitments. The finish line is not just the car coming off the line, but goes beyond that.

The Challenge of Direct to Consumer Sales

Direct to consumer sales have faced challenges, particularly with certain states pushing back against this model. How much of our focus is on overcoming these hurdles, and how do we convince skeptics that our approach is the right one?

Actions speak louder than words. By demonstrating the process to customers and delivering exceptional service, we can win over doubters. There is a strong demand in the US for this approach done well.

Building a Community

Our priority is to build a community of loyal supporters, starting with reservation holders who will become our advocates. Brands that foster strong communities tend to succeed, and we are focused on doing the same.

Will our reservation holders rally to support our cause, as seen with Tesla owners in the past?

Our reservation holders are likely to champion our efforts on various fronts, but we believe in fostering organic support rather than forcing it. We are confident that our community will stand behind us in all aspects of our endeavors.

What you see here is a lot of emotion and lack of trust when it comes to EVs. Some people are quick to dismiss electric vehicles, but once they let their guard down, it opens the door for conversation. Even EV enthusiasts have mentioned the idea of having a backup generator, which could potentially expand the market by 30-40%.

When it comes to the debate between full touchscreens and buttons in cars, there seems to be a clear preference for buttons. While BMW unveiled a new UI with fewer buttons, the focus is on what works best for customers. The goal is to create a connection with the vehicle, which is why features like bench seats and old-school tailgates are included.

The emphasis on buttons and physical controls is seen as a way to counter the increasing disconnect caused by technology and social media. By prioritizing this connection, customers can feel more engaged with their vehicles. While some brands may opt for a minimalist approach, the focus for Scout is on building that connection with customers.

In a world where technology can sometimes lead to disconnection, the emphasis on buttons and physical controls is a way to bring people back together. This approach resonates with American consumers and aligns with the values of the Scout brand. In the end, the belief is that buttons will save the world.