AUDI TO GUN FOR DEFENDER WITH ALL-NEW LUXURY 4x4 FLAGSHIP

AUDI IS SET to cap its new-era lineup with a rugged, luxurious SUV in the mould of the Land Rover Defender and Mercedes-Benz G-Class as a halo model that will introduce radical new design and technology features to its more mainstream siblings.

- By FELIX PAGE

It first emerged that Audi was considering a flagship 4x4 model line in 2023, when then design boss Marc Lichte suggested such a model would build neatly on the brand’s legacy of Quattro off-road models and tap into a highly profitable part of the market in which Audi was unrepresented.

“There is potential because there are only two premium players” in the luxury 4x4 segment (Mercedes-Benz and Land Rover), he said, “and I think there is a space for a third one”.

Lichte left Audi shortly after but was replaced by ex-JLR designer Massimo Frascella, whose role of shaping the Defender in his previous job reinforced speculation that Audi was gearing up to launch a similar car – and now Audi boss Gernot Döllner has important for the step-change it will bring in computing capabilities, with Audi preparing to use the platform as the basis for its first cars with a software stack developed by Volkswagen Group technical partner Rivian.

The Volkswagen ID 1, due for launch in 2027, will be the first production car to use Rivian elements, but Audi will be the first Volkswagen Group brand to bring cars to market with a complete software architecture developed in partnership with the Californian outfit – and the electric A4 is highly likely to be one of them.

That’s because “Audi has the highest requirements when it comes to functionality”, said Döllner. In addition, the heightened efficiencies and reduced complexity brought by the new technology will tie into the German brand’s push for clearer and simpler operations.

“It’s 2028 when we’ll see [the Rivian software] in the market. We are heavily working on it with the Rivian-Volkswagen joint venture, building up mules right now and working intensively together, so the first cars are already on their way,” Döllner told Autocar.