Scout Motors CEO Scott Keogh Criticizes Modern Car Design as Disconnected

Volkswagen-backed startup Scout Motors made headlines at CES 2025 in Las Vegas, Nevada, being one of the few American automakers at the show. Scout is taking a unique approach with its vehicles, the Traveler SUV and the Terra pickup, by embracing classic features such as traditional door handles and numerous buttons, rather than replacing them with high-tech alternatives.

Despite its retro design philosophy, Scout is not eschewing technology entirely. Its vehicles will incorporate the cutting-edge software and electrical architecture from a partnership between Rivian and Volkswagen. CEO Scott Keogh, who previously led VW America and Audi of America, emphasized the company's mission to resurrect the historic brand while maintaining autonomy from Volkswagen.

Leading a Startup vs. Traditional Companies

When asked about the differences between leading a startup like Scout versus a traditional automaker, Keogh highlighted the independence and challenges of starting from zero, such as lacking an initial infrastructure. He noted the daily focus on survival, contrasting this with the stability typically found at established companies. The fast-paced, direct decision-making process at Scout is something Keogh finds liberating compared to the slower corporate environments he experienced in the past.

Progress in Vehicle Development

Discussing the progress in Scout's vehicle development, Keogh detailed the pragmatic approach the company took to designing its vehicles, aiming to deliver real, functional cars rather than unfeasible concept vehicles. The company's prototypes are actively undergoing testing for noise, durability, and performance. Keogh described the development process as rapid, with direct communication between team members enabling swift decision-making, although cautioning against overreacting to every new idea which could disrupt progress.

A Purpose-Driven Approach

Keogh expressed Scout's intention to authentically restore the Scout brand, emphasizing heritage and credibility in their vehicle designs. He discussed the brand's focus on a target customer and the balance between innovation and staying true to brand roots. Scout's commitment to incorporating practical features like a solid rear axle and body-on-frame construction as part of their design ethos reflects this approach. Customer feedback plays a vital role in confirming the company's direction, as seen during Scout's vehicle unveiling event in Tennessee.

The Direct-to-Consumer Challenge

In response to challenges associated with a direct-to-consumer sales model, Keogh believes execution speaks louder than words. The company commits to investing in necessary infrastructure to service customers effectively, including enhancing logistics and training for vehicle repairs. Keogh acknowledged the importance of establishing a reliable service network before expanding sales across the U.S., focusing on creating a community of satisfied customers who can serve as brand ambassadors.

The Case for Buttons

In a world moving toward touchscreens, Scout takes a bold stance by emphasizing physical buttons in their vehicles, which Keogh believes create a tangible connection to the vehicle and resonate with customers. He argues that modern cars have become "disconnection machines" and views adding traditional features like bench seats and split tailgates as part of reconnecting drivers with their vehicles. Keogh emphasizes that different brands should adopt strategies that reflect their unique identity instead of following industry trends blindly.

"Buttons will save the world."

Keogh's conviction in maintaining familiar controls over technology-driven interfaces highlights Scout's commitment to aligning with consumer sentiment and practicality, suggesting a promising reception for its vehicles once they hit the market in 2027.