Audi CEO Is Brutally Honest: “That Is the Last Thing We Would Ever Do”

For years, automotive enthusiasts and industry analysts have speculated about the possibility of a luxury pickup truck emerging from Ingolstadt. The idea seemed plausible given the resources available within the wider Volkswagen Group and the global popularity of utility vehicles. Many assumed that Audi might eventually follow in the footsteps of rivals who dabbled in this rugged segment. However, the company’s current leadership has now issued a definitive denial that silences these rumors once and for all.

Gernot Döllner, the CEO of Audi, recently addressed these speculations during an interview with the Australian publication ‘Drive’. He made it incredibly clear that a pickup truck is not part of the brand’s future roadmap. Döllner stated that such a vehicle is the last concept he could imagine for the luxury manufacturer. His comments effectively kill any lingering hope that a premium hauler will appear in showrooms anytime soon.

This firm stance represents a significant shift from the attitude of the previous leadership. Former CEO Markus Duesmann had previously kept the door open to the idea as recently as 2022. He had hinted that the company was looking into the segment and considering potential solutions. At that time, many industry watchers believed a new model might be developed using the Volkswagen Amarok or Ford Ranger platform as a base.

Fueling those past rumors was the unveiling of the ‘Activesphere’ concept car. This unique vehicle blended the lines between a crossover and a truck by featuring a rear section that could transform into an open cargo bed. It demonstrated how the brand could theoretically approach utility without sacrificing elegance or performance. The concept generated excitement and led many to believe that a production version was inevitable.

The decision to abandon this segment likely stems from observing the struggles of competitors. Mercedes-Benz famously attempted to enter this market with the X-Class, which was discontinued after a short and disappointing production run. That model faced criticism for being too similar to the mainstream truck it was based on while commanding a much higher price. Audi appears determined to avoid making a similar strategic error that could dilute its brand identity.

Instead of chasing niche markets with rebadged utility vehicles, the company is prioritizing its core lineup and electrification strategy. Döllner emphasized that the brand has other urgent priorities that require focus and resources. The current strategy involves streamlining the portfolio to ensure every model aligns perfectly with the image of sophisticated luxury. A utilitarian pickup simply does not fit into this sharpened vision for the future.

Tell us if you think Audi is making a mistake by ignoring the truck market in the comments.