Audi has a car for nearly every corner of the market. From mainstream sedans and SUVs like the new A5 and Q5 to an upcoming plug-in hybrid M3 rival, they have it all. However, Audi’s global CEO has now made it clear that one popular segment remains firmly off the table. According to CEO Gernot Döllner, the chances of Audi ever building a pickup truck are low. Although BMW is outselling Audi globally, it seems the Four Rings will choose its battles carefully and won’t chase volume for volume’s sake.
Audi CEO Draws A Clear Line
Audi
Speaking to Australian outlet Drive, Döllner didn’t beat around the bush. “I would say a pick-up is the last concept I could imagine to be an Audi,” he said. While he stopped short of issuing a permanent ban, adding that you should “never say no,” his conclusion was unambiguous. Despite truck sales being healthier than ever, Audi seems firm on its choice. Looking at the broader market, Döllner’s thinking makes more sense. It seems buyers gravitate towards bigger trucks, with Hyundai having to replace the Santa Cruz with something larger due to low sales and a lack of demand.
Does An Audi Pickup Make Sense?
If you ask Gernot Döllner, definitely not. However, Audi has options. As part of the Volkswagen Group, it could theoretically borrow platforms or technology – think Lamborghini Urus and Audi RS Q8. The two obvious choices are the Volkswagen Amarok and Scout’s upcoming electric truck – if they survive the lawsuits, that is. While it makes sense on paper, especially considering how popular luxury pickups are, history tells us another story. Mercedes-Benz has been there, done that. In the late 2010s, Mercedes introduced the X-Class, based on a Nissan Navara, and it flopped spectacularly, having only 50,000 units sold across its 3-year lifespan.
No Audi Ute, But Off-Road Ambitions Remain
Audi
While a pickup appears unlikely, Audi is still eyeing tougher territory. Last year, Audi hinted at the idea of a rugged SUV positioned above the Q7 and Q8, potentially linked to the Scout Traveler SUV rather than the Scout Terra pickup. A high-end off-road SUV allows Audi to stick to its brand while giving rivals like the Mercedes-Benz G-Class and BMW X7 a run for their money. For now, Audi seems content to let others fight the truck wars. Under current leadership, a dual-cab Audi remains more theory than future product.
