Audi has officially ruled out the idea of building a pickup truck. According to Audi CEO Gernot Döllner, a pickup is the ‘last segment‘ he can imagine the brand entering, effectively shutting the door on any Audi-branded truck for the foreseeable future.
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Audi Has Experimented Before, But Not This Far
Audi has a long history of unusual and sometimes daring projects. The lightweight A2, the V12 diesel-powered Q7, and the near-production five-cylinder R8 all show that the brand is not afraid to think differently. There was even a one-off RS4 Avant wrapped in TT bodywork. But despite that experimental streak, a traditional pickup truck appears to be a step too far for Ingolstadt.
The CEO’s Position Is Clear
In an interview with Australian publication Drive, Döllner made Audi’s stance clear: “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.”
While he stopped short of saying “never,” he described pickups as the least likely body style Audi would pursue. This marks a noticeable shift from former CEO Markus Duesmann, who said back in 2022 that Audi was at least studying the idea.
The Activesphere Was Likely As Close As It Got
Duesmann’s comments likely referred to the Activesphere concept revealed in early 2023. That vehicle blurred the line between SUV and pickup, featuring a sliding rear glass panel that exposed a cargo bed. While visually striking, it was always a design study rather than a serious production candidate.
No Audi Version Of The Scout Terra
With Audi stepping away from trucks, an Audi-based version of the upcoming Scout Terra can also be ruled out. Scout, a new Volkswagen Group brand, is preparing an electric pickup with an optional range-extending gasoline engine. Production is set to begin next year in South Carolina, but Audi will not be part of that project.
Why Pickup Trucks Don’t Fit Audi’s Strategy
There is precedent for caution here. Mercedes-Benz struggled badly with the Nissan Navara-based X-Class, which failed to gain traction. Volkswagen’s own Amarok has relied heavily on partnerships, first independently and later with Ford and SAIC. These examples highlight how difficult it is for premium German brands to make pickups profitable, especially outside core truck markets.
A Rugged SUV Could Still Happen
While a pickup is off the table, Audi is not ruling out a more rugged SUV. Döllner has hinted that something tougher than a Q7 or the upcoming Q9 could be in the pipeline, possibly aligned with the Scout Traveler. For now, Audi fans looking for off-road credibility will have to stay tuned.
For Audi, the message is simple. Innovation is welcome, but pickup trucks do not align with the brand’s identity or long-term strategy.
