Audi’s CEO, Gernot Döllner, has hinted that the brand is considering expanding into the off-road vehicle market. During a roundtable discussion, Döllner emphasized that the United States is not a single market, noting that certain models perform well in California but may not suit conditions in Nebraska. However, one model that could potentially succeed is a more rugged SUV, which Audi is currently “evaluating,” according to Döllner.
The demand for off-road capable vehicles is on the rise. Brands like Honda and Subaru have already tapped into this trend with their Trailsport and Wilderness lineups, respectively. These models cater to customers who seek adventure-ready vehicles, and dealers are eager to meet this demand.
Audi has previously explored the idea of an off-road SUV. Last year, the company introduced the Q6 E-Tron Off-Road Concept, which featured 6.3 inches of additional ride height and a track that was 9.8 inches wider than the standard Q6. This concept pushed the boundaries of what an electric SUV could achieve, but there are ways to scale back these features for a consumer-friendly product.
Inspiration From Bentley?
Audi might find inspiration from its sibling brand, Bentley. The luxury automaker recently unveiled an off-road-ready Bentayga concept, which has generated excitement among customers and dealers. The concept highlights the potential for a rugged version of the popular SUV.
For Audi, introducing an off-road trim for its SUVs could be a straightforward way to boost revenue. By making small modifications, such as adjusting the suspension and adding chunky tires, Audi could create a vehicle that appeals to customers looking for an adventurous aesthetic.
Motor1’s Take: The formula is simple—alter the suspension slightly and add chunky tires. This approach has proven successful for brands like Subaru and Honda, and there’s no reason to believe it wouldn’t work for Audi. Many buyers appreciate the look of an off-road vehicle, even if they never venture off the paved roads.
Applying this strategy across all SUV models in Audi’s lineup could be an effective way to enhance the automaker’s profitability. It would allow Audi to tap into a growing market while maintaining its brand identity.
More Audi News
Audi’s Futuristic Headlights Are Finally Coming To America
I Sat In The New Audi Q9—It Raises The Bar For Audi Interiors
Audi Says A New R8 Could Happen, But It Hinges On A Few Things
Audi Has 7 New Models Coming In 2026. Here’s All Of Them
