Audi is exploring the development of a robust off-road sport utility vehicle, aiming to challenge established competitors like the Mercedes-Benz G-Class and Land Rover Defender. This initiative comes nearly three years after initial suggestions from Audi's former design head. The company's leadership confirms a renewed and serious interest in entering this popular and lucrative segment, indicating a potential shift in product strategy towards incorporating specialized models.
The discussion around a potential rugged Audi SUV gained traction following recent statements from Audi CEO Gernot Döllner. He encouraged enthusiasts to maintain hope for such a model, despite the brand's broader strategy to streamline its product offerings. Döllner emphasized that even with a more focused core lineup, niche vehicles play a crucial role in brand building and in transitioning innovative concepts into mainstream products, aligning perfectly with Audi's strategic vision.
Previously, in 2023, Marc Lichte, then Audi's design chief, acknowledged the market potential for such an SUV. He envisioned an electric model that would distinguish itself from existing G-Class or Defender designs, proposing a unique identity. This distinct approach suggests Audi is not looking to simply emulate rivals but to innovate within the off-road segment.
One intriguing possibility for this new off-road model involves leveraging a Scout-based platform. This strategic move could offer more than just a foundational structure for the vehicle; it might also enable Audi to manufacture the SUV within the United States. Such a domestic production strategy would be advantageous in mitigating the impact of tariffs imposed by former President Donald Trump, addressing a significant logistical and financial consideration for Audi, which typically builds its vehicles outside the US. The decision regarding establishing a dedicated factory in the U.S. is currently under review, pending alignment with the US government.
While specific details remain under wraps, Audi's leadership advises observers to \"stay tuned\" for future announcements. This indicates that while plans are still evolving, the prospect of a new, highly capable Audi off-roader is becoming an increasingly concrete possibility, promising a significant addition to the luxury SUV market.