Scout argues it was the first true American SUV, but that was decades ago. How can the brand be reborn in 2024?
hype machine for the new Scout is upping its output, its latest cheer for the battery-electric off-roaders a video called"Back to Work." The 2:09 clip could be considered a video analogueof Scout's future assembly plant. Both are about history, roots, deep values expressed with plainness and simplicity. And for as cliché and perhaps gimmicky as the house and the video are, in being turned into touchpoints for authenticity, what they represent is true and genuine.
And overseas makers aren't included, otherwise models like theCJ3 — a knockdown Jeep kit for the Japanese market — would make for lively debate about the claim, so too theNot that battles over semantics and nostalgia matter now. As we said in our piece on the Little Red House, what matters is what Scout brings to market, and all this talk only makes us more keen to see it.
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