Volkswagen’s move into the utility market is certainly no ‘wolf in sheep’s clothing’ although it will be named Amarok, which means ‘wolf’ in the Inuit language.
In August the Amarok will become the first pickup by a European volume manufacturer when it is unveiled in South America.
The South American launch is set for early 2010, with the Amarok coming to Europe in the northern hemisphere summer.
With the Amarok, Volkswagen is seeking to enter global pickup markets dominated for the most part by Japanese manufacturers.
Volkswagen Commercial Vehicles already presented an impressive concept truck at last year’s IAA Commercial Vehicles, providing a taste of the brand’s new fourth model.
The Amarok will be produced in Argentina at Volkswagen’s “Pacheco” plant near Buenos Aires.
VW says the name Amarok comes from the language of the Inuit, who live in northern Canada and Greenland, and means wolf.
The Inuit, one of the Eskimo peoples, regard the wolf as the king of the wilderness, an impressive figure due its strength, robustness, endurance and superiority.
This name also means “he loves stones” in the Romance languages, which are spoken in the major markets in Brazil and Argentina.
In these markets, pickups are highly in demand as recreational and commercial vehicles due to their versatility. The Amarok’s reliability and suitability for off-road driving will make it a very attractive proposition.
“This name fits to a tee the characteristics of our pickup, which will set new standards in its class. We took great care selecting this name, which can be used globally.
“The Amarok is meant to invoke positive associations in all relevant international markets and make a more convincing argument than its established competitors right from the start,” says Stephan Schaller, CEO of the brand Volkswagen Commercial Vehicles.
VW says the Amarok is the first pickup of this kind from a European manufacturer and the sixth model from the Volkswagen Commercial Vehicles brand.
It follows the Caddy, Transporter (or Multivan) and Crafter as well as the Saveiro and T2, both of which are available exclusively in South America, is a significant component in the Volkswagen Group’s growth strategy and opens a new segment for Volkswagen.
Developed from scratch, the Amarok will be launched as a double-cab pickup. The Amarok is set be launched first in South America and Central America in 2010, followed by Russia and Europe as well as Africa and Australia.