Why did VW discontinue the Amarok?
The short answer is that Volkswagen has not issued a global, formal discontinuation of the Amarok. In several markets, production and sales have been scaled back as VW shifts resources toward electrification and higher-margin models. The model’s fate varies by region.
The Amarok has a complex history. It began life as a 2010 mid-size pickup and was later revived with a second generation developed in collaboration with Ford. While it filled a niche in Europe, Australia, and Latin America, sales have remained modest compared with dominant rivals. Auto makers retire models for a mix of reasons—demand, profitability, platform strategy, and broader corporate priorities—and VW’s current approach reflects a broader push toward electrified vehicles and high-volume, versatile products. In this context, the Amarok’s regional performance, the costs of maintaining a shared platform, and the need to prioritize future technologies have been key considerations.
Context and history
Understanding why a model is discontinued begins with its lifecycle and market position. The Amarok’s journey highlights how automakers balance niche appeal against economies of scale, platform-sharing arrangements, and the race toward electrification.
Official status and market reality
As of now, Volkswagen has not publicly declared a global end to the Amarok. Regional reports and dealer notices in some markets suggest a wind-down or limited availability, while VW continues to rely on its broader pickup strategy and related models in others. This reflects a regional approach rather than a single worldwide decision.
Key factors behind any discontinuation
Discontinuations usually rest on a mix of market demand, margins, and strategic fit within a broader product plan. The following factors commonly influence such decisions.
- Demand and market size: If orders and registrations fall short of profitability targets in core regions, the model becomes a candidate for retirement.
- Profitability and operating costs: High development, manufacturing, and after-sales costs for a low-volume pickup can erode margins.
- Strategic fit: Automakers shift toward higher-margin products, electrification, and SUVs; niche pickups may be deprioritized.
- Platform and partnership costs: Joint platforms with partners require coordination; the opportunity cost of maintaining the model can exceed benefits.
- Regulatory and compliance pressures: Emissions targets, safety, and tariffs can affect the economics of a model in different regions.
The combination of these factors often leads manufacturers to retire a model in some or all markets and reallocate resources to more strategic products.
Regional dynamics shaping the Amarok’s fate
Regional market dynamics have a large say in whether a pickup remains in production. Here is a snapshot of how different regions influence the decision.
- Europe: Mid-size pickups compete with SUVs and vans; demand is modest, and buyers often prefer other body styles or more fuel-efficient options.
- Australia: A strong pickup culture exists, but the market is intensely competitive with established players; margins on niche models are narrow.
- Latin America: Price sensitivity and local competition affect profitability; import costs and local manufacturing considerations matter.
- Global supply and cost pressures: Inflation, logistics, and component availability affect the cost structure of maintaining a niche model.
These regional conditions collectively shape whether a model like the Amarok remains in the lineup or is retired in certain territories while continuing elsewhere.
What this means going forward
For customers, dealers, and fans, the Amarok’s status signals a broader industry trend: automakers prune niche products to focus on scalable, high-demand segments and electrification. VW’s strategy appears to prioritize electric mobility and more versatile, high-volume models, while relying on established platforms and partners for specialized segments.
Summary
In short, there is no universal, official global discontinuation of the Amarok. The model’s fate is region-dependent and driven by demand, profitability, and strategic priorities as Volkswagen shifts its fleet toward electrified vehicles and higher-margin products. If you are considering an Amarok purchase, check with local dealers for the latest availability and alternatives within VW’s lineup.
Is the Amarok being discontinued?
Last week VW confirmed that its Amarok pick-up - a vehicle discontinued in 2020 so that the German firm could focus on producing the electric ID.
Why isn't the Amarok sold in the US?
But VW has also cited the "chicken tax," a 25% tariff on imported light trucks that dates back to 1963, as a reason for keeping pickups out of the states. That extra cost would undoubtedly make any VW pickup, like the Amarok, which is similar to the Ford Ranger, a tough sell for American buyers.
What is the problem with the Amarok engine?
The most common fault on the VW Amarok was the EGR (Exhaust Gas Recirculation) valve. The EGR valve feeds the exhaust gases back into the engine to reduce NOx (nitrogen dioxide levels), but they often fail quite early which is highlighted by a rough idle or an illuminated engine management light.
Will the 2025 Amarok be sold in the US?
And no, before you get your hopes up, it's not coming to North America—thanks in part to the good old Chicken Tax. Unless Volkswagen decides to build it on US soil, don't expect to see this version of the Amarok on stateside roads anytime soon.
