Audi Flatly Rejects Pickup Truck Plans, CEO Döllner

Audi CEO Gernot Döllner has put the final nail in the coffin for any pickup truck plans under the four-ring banner. In an interview with Australian magazine Drive, the German boss branded this segment the "last thing" Audi could possibly build. A position so firm it obliterates all speculation about a premium rival to the Ford Ranger or Toyota Hilux.

"I'd say a pickup is the last concept I can imagine being an Audi. Never say never. But right now... it's the last segment I could possibly imagine." — Gernot Döllner, CEO Audi

A Complete U-Turn from His Predecessor

This declaration marks a 180-degree shift from what Markus Duesmann, Audi's former boss, said before. Back in 2022, he'd left the door cracked open: "I can't promise we'll make one, but we're thinking about it."

Duesmann was likely referring to the Activesphere concept unveiled in early 2023. This oddball SUV featured a retractable bed thanks to a sliding rear window. Bold styling exercise, sure, but it was never destined for production.

No Audi Scout Variant Coming

This hard stance also kills rumors about an Audi version of the Scout Terra. This electric pickup from Volkswagen Group, arriving in 2026, will be built in South Carolina with a petrol range-extender option.

Scout, the group's new U.S.-based brand, is targeting the American electric pickup market against the Ford F-150 Lightning and Chevrolet Silverado EV. But no premium Audi variant is on the cards, according to Döllner.

Why Audi Says No to Pickups

Ingolstadt's stance boils down to premium positioning. Unlike Mercedes, which sold the Classe X (now discontinued), or BMW, which is mulling an electric pickup, Audi is sticking with high-end SUVs.

The Q7, Q8, and upcoming electric Q9 fit the luxury brand image better. These models offer the same cargo space as a pickup while keeping the cabin refined.

A Rugged SUV More Likely

Döllner isn't ruling out adventure-focused vehicles altogether. He mentions the possibility of a "robust SUV" that would align better with Audi's DNA. This format could take on the BMW iX xDrive50 or Mercedes EQS SUV in the luxury off-road space.

Audi already has a foundation with the e-tron GT and its all-terrain chops. A large electric SUV with muscular lines could win over the American crowd without compromising Audi's premium image.

So it's electric SUVs for Audi, not pickups. A strategy that bucks the current trend but matches the vision of the new German boss.

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