VW Wants to Take On Wrangler and Bronco on Their US Home Turf
THE SO WHAT
VW leaning into U.S. light trucks and offroad SUVs—plus a software venture with Rivian—is a bet that brand plus software can pry open a defended category. Auto and mobility suppliers should treat this as a new buyer for software, UX, and offroad-specific tech, not just another OEM SKU.
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