At the Consumer Electronics Show (CES) 2025 in Las Vegas, Scout Motors, a startup backed by Volkswagen, made a bold statement by sticking to a classic approach with its two vehicles, the Traveler SUV and the Terra pickup. In a sea of screens, AI, and voice assistants, Scout's decision to incorporate physical buttons and door handles sets it apart from its competitors.

The company's CEO, Scott Keogh, emphasized the importance of building a connection with customers through tangible elements, citing the need for a more human-centered approach in the automotive industry. Keogh, who previously headed VW America and Audi of America, highlighted the differences between running a startup and a traditional automaker, stressing the need for a more direct and pragmatic approach.

Scout's vehicles, which are built on a platform jointly developed with Rivian and Volkswagen, are designed to be more accessible and user-friendly. The company's focus on building a community around its brand is evident in its decision to offer a range extender, which has garnered significant interest and feedback from potential customers.

In an interview, Keogh discussed the challenges of building an automotive startup, including the need to balance the desire for innovation with the importance of survival. He emphasized the importance of investing in infrastructure to support customers, including building a direct-to-consumer sales model and establishing a network of warehouses and logistics systems.

Scout's approach has drawn comparisons to Tesla, which has taken a more radical approach to automotive design. However, Keogh is adamant that his company's focus on physical buttons and door handles is the right decision for its brand and customers, citing the need for a more human-centered approach in the industry.

The company's presence at CES 2025 marks a significant milestone in its journey, as it prepares to launch its vehicles in 2027. With its unique approach and focus on building a community around its brand, Scout Motors is poised to make a significant impact in the automotive industry.