Audi CEO: A Truck Is The Last Thing We'd Build
His predecessor was open to the idea of a pickup with Four Rings.
THE BREAKDOWN
- Gernot Döllner says Audi doesn't need a truck, at least not now.
- An Audi version of the upcoming Scout Terra isn't planned.
- A tough SUV is more likely to happen.
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 nearly became reality. At one point, there was even a one-off RS4 Avant wearing a TT body.
But while the luxury brand occasionally surprises everyone, it won’t go so far as to build a truck. In an interview with Australian magazine Drive, Audi CEO Gernot Döllner dismissed the idea of a workhorse outright:
'I would say a pickup is the last concept I could imagine to be an Audi. You should never say no. But right now... it's the last segment I could imagine.'
His predecessor saw things differently. Markus Duesmann was quoted in 2022 as saying, “I can't promise that we will do one, but we are looking into it.” In hindsight, the former Audi boss was likely referring to the wild Activesphere concept unveiled in early 2023.
It took the form of an oddly proportioned SUV with a rear glass panel that slid above the roof to reveal a cargo bed. However, the high-riding, four-door contraption never made it to production, not that anyone was realistically expecting it to. Still, it was an interesting take on a versatile luxury vehicle.
With Döllner firmly shutting the door on pickups, we can rule out an Audi version of the Scout Terra. The Volkswagen Group’s newly formed brand is preparing an electric truck that will also be offered with a range-extending gasoline engine. Production is slated to begin next year in Blythewood, South Carolina, and it’s safe to say an equivalent Audi variant isn’t happening.
Scout Terra Electric Pickup Truck
Motor1's Take: 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’s platform for the second-generation Amarok. The original, all-VW Amarok still survives in South America, but its successor will be co-developed with China’s SAIC.
All of this underscores just how difficult it is for the German automotive conglomerate to make a pickup profitable, and let’s face it, a luxed-up Audi would be a tough sell. The Scout Terra in a high-end trim should scratch the posh-truck itch 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, potentially related to the Scout Traveler. The same Döllner recently said we should “stay tuned” for something better suited to life off the beaten path than a Q7 or the upcoming Q9.
Audi Has A Busy Year Ahead:
Source: Drive
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