Audi, known for its rally heritage rather than extreme off-road capabilities, appears to be venturing into a new segment: rugged SUVs. Reports from 2023 suggesting Audi's interest in rivaling the Land Rover Defender and Mercedes-Benz G-Class are gaining traction, with recent statements from CEO Gernot Döllner indicating a strong possibility. This strategic shift could see Audi leveraging new platforms within the Volkswagen Group, such as those developed by Scout Motors, and potentially establishing U.S. manufacturing to meet market demands and navigate tariff complexities. This development marks a significant departure from Audi's traditional lineup, aiming to capture a share of the burgeoning market for high-performance off-road vehicles.
The concept of a robust off-roader from Audi was initially hinted at in 2023 with the introduction of the Activesphere concept. This high-riding, wagon-like electric vehicle, built on the Premium Platform Electric (PPE), showcased Audi's exploratory interest in expanding beyond its conventional offerings. At that time, former Audi design chief Marc Lichte publicly expressed that there was ample room in the market for a third contender alongside the established Defender and G-Wagen. His departure and subsequent replacement by Massimo Frascella, a former Jaguar Land Rover designer known for his work on the Defender, further fueled speculation about the project's continuation.
Audi CEO Gernot Döllner has not explicitly confirmed the development of such a vehicle but has strongly encouraged enthusiasts to "stay tuned," suggesting that the dream of a rugged Audi is very much alive. Döllner's strategy involves streamlining Audi's core product range while simultaneously exploring niche models. He believes that niche vehicles, like an electric sports car previewed by the Concept C and a potential off-roader, can serve to strengthen the brand and infuse new ideas into mainstream products. This approach allows Audi to maintain its luxury identity while diversifying its portfolio to appeal to a broader customer base interested in specialized vehicles.
A significant hurdle for Audi in developing an off-road capable SUV is identifying a suitable platform. The existing PPE and Premium Platform Combustion (PPC) architectures might not provide the necessary ruggedness for extreme off-road use. However, a promising solution lies within the wider Volkswagen Group. Scout Motors, a new brand under VW, is developing a body-on-frame platform for its Traveler SUV and Terra pickup truck, scheduled for production in 2027. This platform, designed for all-electric or range-extended powertrains, could offer Audi the robust foundation it needs. Furthermore, the new South Carolina factory for Scout Motors might provide an opportunity for Audi to consider local production in the U.S., a move that could help mitigate the impact of tariffs and capitalize on the strong American demand for rugged SUVs and trucks.
This strategic move into the rugged SUV market signifies Audi's ambition to challenge established players and broaden its appeal. By potentially leveraging the Scout Motors platform and considering U.S. manufacturing, Audi aims to create a distinctive off-road vehicle that embodies its engineering prowess while meeting the evolving demands of the global automotive market. The company's cautious yet optimistic outlook suggests a calculated expansion into an exciting new territory for the brand.