Nearly three years after Audi’s former design chief first hinted at developing a rugged off-road SUV to rival the Mercedes-Benz G-Class, the German automaker is finally taking the idea seriously. Despite the strong and consistent sales of the G-Class, Audi has yet to launch a direct competitor—but that may soon change.
Audi CEO Gernot Döllner recently told Autocar not to “give up on that dream,” suggesting that a tough, go-anywhere Audi SUV is still on the table. While Döllner has spoken about simplifying Audi’s product lineup, he clarified that the company’s strategy also includes keeping select niche models that strengthen the brand and bring innovation to its mainstream vehicles.
He explained that having a focused lineup alongside specialized models “works perfectly” and is part of Audi’s long-term plan. Such a vehicle would serve as a technological showcase and flagship, competing in one of the most profitable segments of the SUV market.
Back in 2023, Audi’s design head Marc Lichte had mentioned that “there is space” for a model like this and hinted that the SUV would be fully electric but wouldn’t mimic the G-Class or Land Rover Defender. Instead, it would be “something else,” offering a fresh take on the rugged off-roader formula.
That “something else” might be based on the upcoming Scout platform — a sub-brand under the Volkswagen Group. Using the Scout foundation could also help Audi sidestep trade tariffs recently introduced by the U.S. government, since it would allow production to take place within the United States. However, no final decision has been made yet.
According to Döllner, Audi is still evaluating whether it should establish a dedicated U.S. manufacturing plant. The final call, he said, will depend on how the company’s strategy aligns with American government policies. If approved, the project could finally give Audi a worthy rival to the iconic Mercedes-Benz G-Class and strengthen its foothold in the global off-road luxury market.
