With 21 new models, VW wants to gain ground in pulverized Latin markets, such as Costa Rica, which concentrates more than 100 brands, mostly Chinese
Volkswagen is preparing a specific offensive for Latin America until 2028, focusing on new products aimed at the regional profile. In all, there are 21 new products for the continent. But the main highlight is the development of four exclusive models for squares outside the Brazil and Argentina axis. These are options designed to serve markets with a large volume of Chinese brands and a dispersed share, such as Costa Rica.
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These future launches, which are still under wraps in VW’s corridors, will follow a clear strategy: to meet the growing demand for pickup trucks, SUVs and electrified vehicles. And if you can mix it all up, even better. The brand indicates that the new models will have different levels of electrification, as a response to competition from Chinese manufacturers, which have already advanced in these markets.
In the package, which includes Brazil and Argentina, there are 17 new products, with emphasis on the new generation of Amarok, which will be updated to maintain competitiveness in markets where work vehicles have a strong presence, such as agribusiness, mining and small companies. In the same vein, the Tukan pickup appears, which is in the final stages of development and manufactured in Brazil. The model will have a hybrid engine and will be positioned as a more modern and efficient alternative within the segment.
In addition to pickup trucks, Volkswagen is also preparing a new wave of SUVs adapted to Latin American conditions. These SUVs should prioritize robustness, roadability on uneven terrain and larger size, characteristics valued in countries with limited road infrastructure and strong influence of the North American market.
Latin America has a very strong demand for work vehicles, whether in agribusiness, mining or for small businesses. And each country has a different profile, so pickup trucks are essential. We are bringing important news in this segment. We will have models with large load capacity, focus on work and also a new generation of pickup trucks that are much more technological and with impressive performance. This segment is essential for the growth of the brand in the region”, explains Volkswagen’s Sales Supervisor for Latin America, Paulo Lachovitz.
Another central point of the strategy is the gradual electrification of the line. From 2026, every new model launched in the region will have at least one electrified version. The proposal is to expand the offer of more efficient models without relying exclusively on 100% electric cars, which still face infrastructure limitations in several countries in the region.
Volkswagen also reinforces that these new products will be developed considering the particularities of each Latin American market. This includes everything from preferences for motorization to demands for greater durability and low maintenance costs.
