Audi knows that off-roaders are super hot right now. SUVs like the Mercedes-Benz G-Class and Land Rover Defender are more popular than ever before, so now the German automaker wants to get in on the action. Audi is getting ready to round out its new-era lineup with an off-road-oriented SUV that aims to take over these two pillars for Land Rover and Mercedes.
Audi’s CEO, Gernot Döllner, was recently asked about the company’s 4×4 project, which is said to be underway as early as 2023. Döllner hinted that a reveal could come sooner rather than later, simply saying, “Stay tuned,” according to Coach. A car like this would serve as a flagship for the automaker, which has had virtually no true halo car since the discontinuation of the R8.
Due to its position in the range, Autocar claims that the new Audi will likely be a low-volume vehicle. Döllner says it is important to have flagships that serve as technological showcases for the brand and can also include other models. I wouldn’t be entirely surprised if some design cues from the recently unveiled Audi Concept C were used to spice it up off-road. This is what Döllner said to Autocar:
“There is no niche banner. It’s quite the opposite. It works perfectly to have a more focused lineup at the core, and also have some niche models to build the brand and also bring new ideas from a niche segment to the core products. That works perfectly and this is part of our strategy.”
On the potential for an Audi 4×4 to compete with the Defender, he said: “Don’t give up on that dream.”
It takes a long time
It was in 2023 when Audi’s head of design, Marc Lichte, first suggested that an off-road-type car would fit well into the automaker’s Quattro legacy. He also said the market had room for a “third” player besides G-Wagen and Defender. Not long after, Lichte left Audi, but was replaced by ex-Jaguar-Land Rover designer Massimo Frascella. He was instrumental in shaping the current Defender, so this added to speculation that Audi was gearing up for a similar product launch, according to Autocar.
It was previously thought that Audi’s off-roader could be tailored to the debut model of Scout, Volkswagen’s electric off-roader brand. There was even speculation that it could be built alongside the Traveler SUV and Terra pickup at the company’s South Carolina factory, Autocar reports. It wouldn’t be completely out of the blue if Audi were to build its 4×4 here. I mean, the US will certainly be one of the biggest markets, and with the current tariff mess it could make financial sense.
Either way, we’re still a long way away from Audi unveiling an off-road concept car, but I really hope that will be the case. I see dozens of G-Wagens and Defenders every day: I think there is room for a little more variety.
#Audi #GWagen #Defender #Jalopnik