While America Waits for Scout, Experienced Automakers Ready to Fill Void

By the time Scout Motors brings the Traveler SUV to market, its competition will have already been there, done that. Jeep, Ford, Rivian, Mercedes-Benz and others with established customer bases will be selling products that Scout has to compete against.

The Scout Traveler is not set to go into production until 2027 in Blythewood, South Carolina. Scout previewed the vehicle on Thursday night in a small event in Franklin, Tennessee that served as the re-launch of the brand after a 40-year absence in the market.

“Though Scout is relaunching a nostalgic, American brand, direct experience with the brand for most U.S. consumers is limited. For Scout, it gives them an opportunity to lean into the heritage but also terrific space for reinventing and coming to market with something that is truly new and in sync with the modern automotive landscape,” Stephanie Brinley, associate director of AutoIntelligence at S&P Global, told Newsweek.

Before the Traveler goes on sale, the new, midsize Jeep Recon EV is slated to come to market. It is inspired by the Jeep Wrangler 4xe plug-in hybrid electric vehicle (PHEV) with a square body, power-folding rooftop and four-wheel drive. But, unlike the Wrangler 4xe, the Recon will be all-electric.

The automaker, owned by Stellantis, is also expected to bring a battery-electric Wrangler to market in the coming years.

While Wrangler sales are down over 10 percent in 2024, they’re still well over 100,000 year to date.

Ford has sold about 85,000 of its Bronco off-roading SUVs in 2024. The current generation, which debuted in 2021 and has had high demand for years, is likely to be scheduled for a generational replacement soon after Scout comes to market.

Rivian’s battery-electric R1S SUV just entered its second generation with fresh underpinnings and updated styling. New capability was unlocked with the redo. The company is continually adding features and refining their vehicles. This is expected to remain the case in the coming years.

The company will also add a R2 SUV to its lineup. Though it will be one classification smaller than the Scout when it comes to market, it is expected to have a year of production under its belt by the time Traveler is for sale.

Mercedes-Benz is slated to add a smaller version of its G-Wagon to the company’s lineup after it launches the next-generation CLA, which will be revealed in 2025. The square-bodied G-Class has gotten more capable in its latest generation, and is now offered with a battery-electric powertrain.

Scout pricing will be key to attracting buyers, experts believe. With its initial pricing announced as around $60,000 before incentives are applied, the Scout Traveller is $15,000 less than the R1S. Jeep Recon EV pricing is expected to have a similar MSRP as the Traveller. Ford’s gas-powered Bronco starts under $40,000 while an electric G-Wagen will cost buyers two to three times as much as a Traveller.

“The initial pricing is attractive with or without incentives, as Scout looks to carve out a special place in the market and not to compete at the low end. The bigger problem for Scout will be that the market is only getting more competitive; in both the large SUV and full-size truck segments, being electric will not be enough to gain buyers,” Brinley said.

“As the market’s volume grows, there’s opportunity, but ultimately Scout is coming to market in mature segments with little appetite for newcomers. The initial look indicates the Scout Traveler will have compelling product credentials, but it is still difficult to take volume from established players. It will take Scout some time to develop; the company needs to approach this with the patience to grow the brand. Having the historic connection is helpful, but will not be enough on its own,” she said.