Audi CEO: A truck is the last thing we would build

Audi is known for thinking outside the box, and the quirky A2 is probably the best example of Ingolstadt’s willingness to experiment. There was also a time when you could buy a Q7 with a V12 diesel engine, while an R8 powered by a five-cylinder almost became a reality. At one point there was even a one-off RS4 Avant with a TT body.

But while the luxury brand surprises everyone every now and then, it won’t go as far as building a truck. In an interview with the Australian magazine Driving forceAudi CEO Gernot Döllner rejected the idea of ​​a workhorse outright:

“I would say a pickup is the last concept I can imagine as an Audi. You should never say no. But right now… this is the last segment I can imagine.”

His predecessor saw it differently. Markus Duesmann said in 2022: “I can’t promise we’ll do one, but we’re looking into it.” In retrospect, the former Audi boss was probably referring to the wild Activesphere concept that was unveiled in early 2023.

It was shaped like an oddly proportioned SUV with a glass rear panel that slid above the roof to reveal a cargo box. However, the high-slung four-door machine never made it into production, not that anyone realistically expected it to. Still, it was an interesting take on a versatile luxury vehicle.

Now that Döllner is firmly closing the door on pickups, we can rule out an Audi version of the Scout Terra. The newly formed Volkswagen Group brand is preparing an electric truck that will also be offered with a gasoline engine that increases the range. Production will begin next year in Blythewood, South Carolina, and it’s safe to say that an equivalent Audi variant won’t happen.

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Source: Scout Motors

Taking Motor1s: Audi’s reluctance is completely understandable. After all, the Nissan Navara-based Mercedes X-Class was a spectacular flop. Elsewhere, Volkswagen teamed up with Ford to use the Ranger platform for the second-generation Amarok. The original all-VW Amarok still exists in South America, but its successor will be developed jointly with China’s SAIC.

All of this underlines how difficult it is for the German car conglomerate to make a pickup profitable, and let’s face it: a more luxurious Audi would be a hard sell. The Scout Terra in high-end trim should scratch the itch for a chic truck for those loyal to the VW Group.

While a Scout-based truck is off the table, Audi has hinted at the possibility of a rugged SUV, possibly related to the Scout Traveler. The same Döllner recently said that we should “stay tuned” for something better suited to life off the beaten track than a Q7 or the upcoming Q9.