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Audi may be gearing up to challenge the G-Wagen
Mercedes-Benz's G-Class is a rare automotive icon—boxy, capable, and instantly recognisable. Historically, Audi hasn't offered a true direct rival from its mainstream SUV lineup. That could change: new reporting suggests Audi is seriously exploring a purpose-built, rugged 4x4 that would squarely target the G-Class and other heritage off-road models.
Where the rumor started
Autocar refreshed interest in the idea after recalling earlier hints from former Audi design chief Marc Lichte. More recently, publishers asked Audi CEO Gernot Döllner whether a hardcore body-on-frame 4x4 was still on the table. His reply was telling: “Stay tuned,” and “don't give up on that dream.” Those short answers, combined with strategic comments about niche models, have prompted speculation that Audi could be moving from concept to plan.
Strategy and brand positioning
Döllner emphasised Audi’s two-pronged approach: keep a tight, focused core lineup while selectively developing niche models that build brand identity and introduce fresh ideas into mainstream vehicles. In his words, these niche projects are part of Audi’s broader strategy to innovate and then transfer learnings to the rest of the range. In practice, that could mean a distinctive, stand-alone product rather than another Q-series crossover.
Design and engineering expectations
For a genuine G-Class competitor, Audi would likely need to adopt a body-on-frame architecture to deliver the robustness and off-road capability customers expect. That would mark a clear departure from models like the Q7 and Q9 and demand a unique visual language—perhaps a deliberately boxy silhouette, upright glass, and functional exterior details that echo classic workhorse SUVs rather than the sleek, tapered lines of Audi’s conventional crossovers.
Key design and market considerations could include:
- Distinct exterior styling that separates the model from Audi’s coupe-like SUVs
- Rugged underbody protection, heavy-duty suspension, and advanced four-wheel-drive hardware
- A premium interior with off-road oriented materials and tech tuned for adventure
Powertrains: petrol, diesel, or electric?
Mercedes offers a range of G-Class powertrains—from the 3.0-litre inline-six up to V8 options, plus the electrified G 580 employing EQ technology. Any Audi challenger would need competitive options: powerful combustion engines for traditional buyers, plus a potential electrified variant to meet tightening emissions rules and appeal to EV buyers who want classic SUV styling with zero-emission drivetrains.
Market context and rivals
Audi would not be alone in chasing the G-Class aura. BMW has also been linked to plans for a rugged, possibly US-focused SUV. Land Rover’s Defender still owns a large portion of the rugged-luxury market, making it a three-way competitive landscape between Mercedes, Land Rover and any new Audi entrant. Success will hinge not just on capability but on authenticity—buyers want heritage-style toughness, not just a stylised crossover.
Quote to remember: “There is no niche banner, it's just the opposite,” Döllner said—suggesting that focused, niche models will be leveraged to strengthen Audi’s core offerings.
Would you buy it?
Developing a G-Wagen rival is a high-stakes move for Audi. If realised, it would expand Audi’s portfolio into genuine off-road territory and invite comparisons with storied rivals. Would a boxy, body-on-frame Audi with V8 or EV options appeal to you? Tell us what powertrain, features or price would make you consider buying one.
Source: autoevolution
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