According to the CEO of the brand, we may soon get more information about this truck.
A journalist asked Audi CEO Markus Duesmann questions about building a pickup truck. The exec replied that he couldn’t promise, but they are investigating it. According to Autocar, we might see something similar to the truck in the near future.
Duesmann spoke of the pickup, saying that “Actually we will present” – not too distant from now. This could indicate that a truck concept is in the works.
Duesmann answered the questions while standing alongside the Lamborghini, Ducati and Bentley leaders. According to Autocar, Bentley CEO Adrian Hallmark stated that he would not like to have one in his portfolio.
Audi’s investments in electric cars and advanced driver assistance system means that putting money into a dedicated truck platform is not compatible with its strategy. The brand could instead take advantage of Volkswagen’s partnership to Ford for the underpinnings that support the new Amarok or Ranger.
This is possible for Audi to start with the Amarok. The truck will likely be equipped with more luxurious materials and better tech inside. To distinguish it from the VW, the exterior would need to have the Four Rings badge. The Amarok’s only engine is the turbodiesel V6, but there should be other options.
Audi could also use one of the electric vehicle platforms from Volkswagen Group to make a pickup truck. Although the final model may not be as robust as the Amarok-based truck it will be in line with Audi’s future strategy. The electric pickup market is growing rapidly with new entries such as the F150 Lightning and Rivian R1T.
The history of premium brand’s pickup trucks has been rocky. Lincoln attempted to adapt the F-150-based Blackwood or Mark LT twice, but both failed. Mercedes attempted to convert the Nissan Navarra into X Class. This also failed.
GMC, especially the Denali version of its products, is a notable exception to this result. The Canyon, Sierra Denali, take the Chevrolet Colorado, and Silverado, respectively, add luxuries and continue to find customers.
This rendering shows an Audi RS6 pickup by X-Tomi Design.