Nearly three years have passed since Audi’s former design chief hinted at a possible Mercedes-Benz G-Class rival. While the rugged off-road icon continues to enjoy strong sales, Audi has yet to introduce a competing model.
That might change soon. While little has transpired since 2023, Audi boss Gernot Döllner recently told Autocar not to “give up on that dream” of a rugged off-road SUV from the brand. Although Döllner has discussed simplifying the Audi lineup, this doesn’t mean it will eliminate niche models.
He told the publication:
‘It works perfectly to have a more focused lineup in the core, and in addition to that have some niche models to build the brand and to also transfer new ideas from a niche segment into the core products. That works perfectly and this is part of our strategy.’
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Such a model would serve as a flagship and allow Audi to showcase new technology, while competing in a popular and profitable segment.
Back in 2023, when Marc Lichte said “there is space” for such a model, he added that the SUV, which was supposed to be electric, would not look like a G-Class or Land Rover Defender. It would be “something else.”
That something else could be a Scout-based offering, and Audi might use it for more than its bones. The tariffs enacted by United States President Donald Trump pose a problem for Audi, which builds its vehicles outside the country.
A Scout-based Audi could allow the automaker to build its G-Class competitor right here in America, avoiding the tariffs, but nothing has been decided yet. According to Döllner, the issue is whether Audi should have a dedicated factory in the US or not, which is a decision that is “dependent on how we are aligned with the US government.”
Either way, Döllner says we should “stay tuned.”
