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Keogh

Keogh talks with students, faculty and President Gearan during a reception at the President’s House. Keogh has served in administrative roles for Mercedes-Benz USA and led marketing at Audi of America before leading the company as president. He later served as president and CEO of Volkswagen of America before joining Scout Motors in 2022. He graduated from Hobart College with a B.A. in comparative literature.

Navigating the World’s Electrified Streets

On campus this spring, head of Scout Motors Scott Keogh ’91 reflected on the future of the automotive industry.

Scott Keogh ’91 has sharpened branding, boosted sales and produced groundbreaking marketing campaigns for luxury automakers, including Mercedes-Benz, Audi and Volkswagen. Now, as President and CEO of Scout Motors, Keogh is leading the allelectric truck and SUV startup backed by the Volkswagen Group.

During his President’s Forum conversation with the HWS community, Keogh noted that automobile electrification is “one of the single biggest industrial transformations” and “[it’s] happening in America as we speak.”

Into that frontier enters Scout, a contemporary update of the classic International Harvester utility vehicle.

With regulations targeting increased fuel efficiency and electric vehicle production, as well as the investments in microchip and battery plants through the Inflation Reduction Act, Keogh sees a huge opportunity for the new company, which is set to launch in 2026.

“Heritage meets ingenuity,” he said, succinctly describing the brand’s ethos and consumer appeal. “We think there is a possibility for an authentic, really physical connection. We feel we can make a car that can do it. Yes, it’s got a little bit of nostalgia to it, but of course we are bringing it into the future and modernizing it.”