Audi is working on a competitor to Mercedes G-Class

New Delhi: It has been three years since Audi’s former design chief first mentioned their wish to bring a rival to the Mercedes-Benz G-Class. Their German counterparts have enjoyed great success with the off-roading icon, while Audi are yet to introduce any model that is nearly in the vicinity of competition.

However, all of this could be changing soon, and even though little has changed since 2023, Audi boss Gernot Dollner recently told Autocar that they weren’t going to stop their dream for a rugged off-road SUV. While Dollner has spoken about making the Audi portfolio more simplified but that doesn’t include niche models. 

He noted that strategically, it is ideal that they have a focused lineup in core and then have some more niche models to build themselves. The ideas from the niche could transfer to the core model, and this is the strategy they are going ahead with. 

Such a model would serve as a flagship and let Audi showcase new technology while also staying competitive in the popular and more profitable segment. In 2023, Marc Lichte, then head designer with Audi, had noted that there was space for such models and felt that the SUV, which was supposed to be electric, would not be taking design hints from Land Rover Defender or Mercedes G-Class but something completely fresh. 

This could be something like a Scout-based offering, and Audi could be using it for more than just its structure. There are also questions on whether Audi should have a factory in the USA, but Dollner feels that will only be determined by how they align with the country.

Globally, Audi hasn’t been doing well with their portfolio, and even in India, in the luxury market, the brand is falling behind and turning around their strategies. These are tough times through which the brand has to work through.