When Audi boss Gernot Döllner says “don't give up on that dream” and adds “stay tuned” in an on-camera interview, it's not an empty PR stunt — it's a signal. After months of whispers, occasional hints and concepts, it now sounds like Audi is planning a serious step into the world of luxury SUVs, which it has never been a part of. So, an Audi SUV.
Audi is preparing for a clash that will delight all fans of automotive icons and upset worshippers of the traditional order. After years of whispers, more serious hints are now coming from Ingolstadt that a rival to the Mercedes-Benz G-Class and Land Rover's Defender is in the works. An Audi SUV! It's no longer an idea in a design studio, but a project about which the brand's boss Gernot Döllner himself says that we should "not give up on dreams". And when Audi mentions dreams, it's good to listen up - usually kilometers of innovation, aluminum and German stubbornness follow.
Behind the scenes lies a logic that goes beyond a nostalgic flashback to off-road legends. Audi wants to show that it can combine digital intelligence and robust mechanics in a vehicle that is capable of conquering rocky paths as confidently as it is the parking garages in the center of Berlin. The new project will not be just another SUV with a higher chassis, but a brand manifesto — proof that the four circles can mean more than just comfort and silence.
The brand, known for its technology, elegance and avant-garde design, wants to jump from the “premium SUV” podium into the arena where uncompromising SUVs are kings — the G-Class, Defender and the like. If they manage to execute their vision without compromise, this could become one of the biggest turnarounds in Audi’s history.
From a frontier idea to a growing ambition
Three years ago, Marc Lichte announced that there was room for a third line-up within the “premium 4×4” segment — someone who wouldn’t be a copy of the G-Class or Defender, but something of their own.
This feeling can no longer be easily eliminated – Audi wants the new off-road SUV to become a manifesto of technology and a “halo” element for their other models.
Döllner’s model is not just an aesthetic addition. He emphasizes that they want to have clear, focused designs at the core of their offering, while also using “niche” projects as incubators for ideas that “trickle down” into the overall portfolio. Such a two-pronged strategy can work — as long as the implementation doesn’t get bogged down in ambiguity.
Technology: Scout, robustness and the American challenge
There is no technical plan yet — more of a sketch than a plan, actually — but the most likely path is through the platform ScoutThis architecture (which is part of Volkswagen's corpus) is already designed for electric and rugged models, and could allow Audi to build a new SUV with its own DNA, not just as a tacked-on illustration.
Production is also a key issue. If the model is built outside the US, there are customs barriers. But if it is assembled directly in the US — perhaps in an existing VW or Scout factory — it could avoid high tariffs and more easily appeal to the American market. Döllner says the decision to have Audi’s own factory in the US is “absolutely open” in terms of legal stability and policy compliance.
The tension between expectations and risks – Audi SUV
Experimenting with vision is not without its pitfalls. If Audi is not bold enough in design and engineering, there is a risk that the new SUV will be labeled as a “boxy luxury SUV” without serious off-road capabilities.
The investments will be large — developing a robust chassis, advanced suspension elements, differentials, electronics — and these must be justified by sales. If the sales figures are not strong enough, the project will be difficult to sustain.
