An Unexpected Name Looks to Take On the Land Rover Defender with Its Own Off-Roader

It looks like the small world of premium, boxy and rugged off-roaders is about to get another player from Audi. AutoCar in the UK recently got the scoop on the car after catching up some of the automaker’s executives.

This wasn’t the first time hints about such a model surfaced. Back in 2023, Audi’s then chief of design, Mark Lichte mentioned the idea of wanting to build an Audi-based four-by-four.

Because there are only really two participants in the niche — the Land Rover Defender and the Mercedes-Benz Geländewagen — Lichte said his team felt there was more room for another contender.

A rugged off-roader has been on Audi’s mind for a few years

Audi AG

Back when AutoCar sat down with Lichte in 2023, he expressed his interest in the segment.

“There is potential because there are only two premium players” he told the British publication, “and I think there is a space for a third one.”

Audi AG

Lichte reportedly left the company a little while after. But the prospect of rugged Audi four-wheeler didn’t leave with him.

In fact, the idea got a bit of a boost when Audi hired Massimo Frascella. Frascella was formerly a designer at Jaguar-Land Rover and had a significant role in shaping the current Defender.

Audi AG

In a more recent chat with Audi’s current chief, Gernot Döllner, he said, “stay tuned,” when asked about said four-by-four.

“On the potential for a Defender-rivalling Audi 4×4, don’t give up on that dream,” Döllner added.

Audi’s simplifying its lineup, but there’s room for more niche models

Audi AG

The Ingolstadt-based brand is in the middle of a vehicle lineup overhaul. Adding to the difficulty is a major change in strategy after Audi’s initial electrification initiatives didn’t go as planned.

Product planners are on a campaign to simplify the vehicle range to reduce complexity, costs and marketing confusion. But a new four-by-four would be more of a niche, halo vehicle for the brand.

Audi AG

It’s just a matter of determining whether it’s worth the effort in terms of a business case, and if it aligns with the brand’s strategy.

“There is no niche banner,” Döllner elaborated. “It’s just the opposite. It works perfectly to have a more focused lineup in the core, and in addition to that have some niche models to build the brand and to also transfer new ideas from a niche segment into the core products. That works perfectly and this is part of our strategy.”

Tariffs are throwing a wrench in the works

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Helping the cause towards this four-by-four prospect is Volkswagen Group’s effort to revive the Scout brand. Earlier this year, Scout, a famed manufacturer of trucks and SUVs from the 1970s and 1980s, got a reboot with a backing from the German automaker.

Audi AG

It’s currently developing and readying two all-electric rugged off-roaders, the Traveler and Terra. Both have their sights directly aimed at Rivian, but at a more affordable price point. The Scouts are destined to be built at the company’s new assembly plant in South Carolina.

Should all go as planned, Audi could piggyback off these efforts to make this supposed off-roader.

Audi AG

“At a group level, we are right now discussing and investigating whether or not we should have a factory for Audi in the US,” Döllner added during his interview. “But that’s dependent on a stable tariff situation and also on other regulatory boundary conditions that we would need to take [into consideration for] a decision like that.”

Audi AG

A dedicated off-roader from Audi might seem a bit far-fetched. Especially since the company is known for making road-going luxury cars and crossover SUVs.

But historically speaking, Audi’s rise to fame happened from its victories in the FIA World Rally Championship. And a major part of that success came from its engineering prowess with its iconic Quattro all-wheel-drive system.

It makes you wonder… why haven’t they thought of this before?

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