Scout Motors CEO Scott Keogh Criticizes Modern Car Design

Scout Motors: A Return to Purposeful Automotive Design

Volkswagen-supported startup Scout Motors recently unveiled its presence in the automotive landscape, and at CES 2025 in Las Vegas, Nevada, the company distinguished itself as one of the few American automakers exhibiting at the event.

However, Scout’s approach sets it apart in other significant ways. Amidst the prevalence of screens, artificial intelligence, and voice-activated systems, Scout is prioritizing a more traditional design philosophy with its two vehicle models: the Traveler SUV and the Terra pickup. This translates to conventional door handles, rather than those that automatically extend, and the availability of gas-powered range extenders for both vehicles.

A Deliberate Design Choice: Embracing Physical Controls

Furthermore, Scout is incorporating a generous number of physical buttons—a deliberate choice in an industry increasingly favoring minimalist, touch-based interfaces. This decision isn’t indicative of an aversion to technology; rather, it reflects the company’s heritage as a mid-20th century automotive brand.

The influence of Volkswagen is undeniable in Scout’s endeavors. The question remains whether the German automotive group will allow its American subsidiary to succeed independently, or if it will intervene as a concerned parent company. Volkswagen Group CEO Oliver Blume affirmed his commitment to enabling Scout to forge its own path during an event at CES 2025, stating his determination to revive an “American icon.”

An Independent Vision: Scott Keogh’s Leadership

Scout Motors CEO Scott Keogh has embraced this independence, leveraging his prior experience leading VW America and Audi of America. He shared insights into the challenges and philosophies behind running an automotive startup, customer care strategies for the 2027 vehicle launch, and the rationale behind prioritizing physical buttons in an exclusive interview with TechCrunch.

The following interview has been condensed for brevity.

Navigating Startup Life Versus Traditional Automakers

You’ve successfully led established brands like Audi of America. What are three key differences between managing a startup like Scout and a more conventional automaker?

Scout possesses a rich history, and we intend to build upon that legacy. The first difference is the shift from having extensive support to operating with limited resources. Initially, we lacked fundamental systems like payroll and company car programs; it was largely a one-person operation. This necessitates a hands-on approach, requiring you to personally address and resolve challenges.

Secondly, a constant focus on survival is paramount. Unlike established companies with inherent stability, a startup must continually assess its viability, secure funding, and generate innovative ideas. However, this independence is also liberating.

The Freedom to Innovate

With established brands, decisions often require navigating complex internal processes and securing approval from numerous stakeholders. At Scout, we can rapidly translate ideas into tangible results, bypassing extensive bureaucracy. This agility is both empowering and demanding, as it requires constant vigilance and decisive action.

From Concept to Reality: Vehicle Development Progress

Your vehicles appear remarkably developed for a startup. Can you describe your current stage of development, anticipated changes, and the effort invested in reaching this point before public unveiling?

Scout is committed to a straightforward and pragmatic approach. We intentionally avoided presenting a futuristic concept car with no clear path to production. Instead, we opted to showcase vehicles that are genuinely representative of the final product.

We currently have functional prototypes undergoing rigorous testing on public roads, evaluating noise levels, durability, and performance, particularly in areas like suspension and drive units. Simultaneously, we are integrating the product design with manufacturing processes, addressing workability and manufacturability challenges.

Streamlined Development and Direct Feedback

This approach allows for rapid iteration and direct feedback integration. Compared to larger automakers, our streamlined structure enables quicker decision-making and implementation. The close proximity of our team—often within the same room—facilitates immediate action based on testing results and customer feedback. However, this also requires careful prioritization to avoid being sidetracked by every impulse.

A Purposeful Approach in a Crowded EV Market

Scout’s presentation feels more deliberate than many other electric vehicle startups. What drives this approach, and how do you balance it with the need for speed and responsiveness?

We felt a strong responsibility to honor the legacy of the Scout brand. We didn’t want to simply recreate an icon superficially; we aimed to create a vehicle that embodies its spirit and character. This commitment, coupled with a clear understanding of our target customer, guided our development process.

We prioritized credibility, evident in our choice of a body-on-frame construction, solid rear axle, and the inclusion of traditional features like door handles and physical switches. This approach resonates with both the brand’s heritage and the current American automotive landscape.

Listening to the Customer and Honoring the Legacy

We actively sought and incorporated feedback from potential customers, validated by the enthusiastic response at our unveiling event in Tennessee. By focusing on customer needs and brand identity, we believe we’ve created something truly special.

Customer Care: Building a Direct Relationship

What is your plan for supporting customers once these vehicles are on the road?

We are already looking beyond the initial vehicle launch, focusing on long-term customer care. This requires significant investment in infrastructure, including parts warehousing, logistics, and technician training. We will operate as a direct-to-consumer brand, fostering a transparent and streamlined purchasing experience.

Remote Updates and Mobile Service

We will leverage the vehicle’s software architecture to provide remote updates and maintenance. Additionally, we plan to offer mobile service options, bringing technicians directly to customers’ locations for repairs. While we won’t immediately establish a nationwide service network, we will prioritize quality and customer satisfaction in the markets we serve.

We recognize that parts availability and responsive service are crucial for maintaining brand loyalty. We are committed to investing in these areas to ensure a positive ownership experience.

Navigating Direct-to-Consumer Sales Regulations

You’ve encountered resistance from some states regarding your direct-to-consumer sales model. How much of your focus is currently devoted to resolving this issue, and what arguments do you present to advocate for your approach?

We believe the most effective approach is to demonstrate the benefits of our model through a positive customer experience. We focus on execution and delivering exceptional service, allowing satisfied customers to become our advocates.

We have a dedicated team addressing the legal and logistical challenges of direct sales. Our technology platform is designed to facilitate a seamless and transparent transaction process. We are confident that our approach will gain acceptance as customers experience its advantages.

Building a Community of Advocates

Ultimately, we aim to build a strong community of brand enthusiasts who will champion our vision. We believe that a loyal customer base is the most powerful force for change.

The Power of Physical Controls

The inclusion of physical buttons is a defining feature of Scout vehicles. Why is this so important to you, especially in an industry trending towards touchscreens?

Modern cars have become overly complex and disconnected. We aim to create a vehicle that fosters a sense of connection and engagement. Features like the bench seat, split tailgate, and physical controls are all part of this philosophy.

Physical buttons provide a tactile and intuitive experience, allowing drivers to interact with the vehicle directly. This contrasts with the often-abstract nature of touchscreen interfaces. We believe this approach resonates with our target customer and aligns with the brand’s heritage.

Restoring a Human Connection

In a world increasingly dominated by technology, we want to offer a vehicle that feels authentic and engaging. We believe that physical controls contribute to this experience, fostering a stronger connection between driver and machine.

While other automakers may pursue different strategies, we are confident that our approach is the right one for Scout and our customers.

Do you anticipate Scout owners will actively advocate for your approach, similar to Tesla owners in the past?

We expect our reservation holders to become passionate advocates for the brand. However, we won’t attempt to manufacture that enthusiasm. We will continue to communicate our vision and deliver a compelling product, allowing customers to organically embrace and champion our approach.

The Range Extender: Expanding Accessibility

The range extender option is a unique offering. Was this a feature considered early in the development process?

The range extender was always on our radar. We received consistent feedback from potential customers expressing interest in this option. After evaluating the feasibility and engineering implications, we determined that it was a viable solution.

The range extender allows us to appeal to a broader audience, including those who may be hesitant to fully commit to an electric vehicle. It also provides added peace of mind for long-distance travel. Importantly, it doesn’t compromise the core EV platform or manufacturing process.

We believe the range extender will significantly expand our market reach and contribute to the success of Scout.

The Future of Automotive Interaction

Finally, regarding the debate between touchscreens and physical controls, what is your ultimate vision for the future of automotive interaction?

I believe that cars should be intuitive and engaging, not disconnected and dystopian. We want to create a vehicle that feels like an extension of the driver, not a complex machine to be mastered. Physical controls play a crucial role in achieving this goal.

We are committed to building a community around the Scout brand, fostering a sense of connection and shared purpose. We believe that this approach will resonate with customers and drive our success.

Buttons will save the world.