The Mercedes G-Class has been around since the 1970s, yet it’s never faced a true rival from fellow German heavyweights BMW or Audi, which is surprising considering how often all three companies shadow each other’s every move.

That, however, may be about to change. Both brands are reportedly developing their own rugged SUVs, hinting that the G-Wagen’s long-standing reign could finally meet some proper competition.

A Rugged Dream Revived

Audi has been flirting with the idea of a Quattro-badged SUV positioned above the Q7 and Q8 for years. Back in 2023, former design chief Marc Lichte first hinted at the project, believing there was enough room in the market alongside the Land Rover Defender and the Mercedes G-Class.

Although Lichte has since been succeeded by Massimo Frascella, the concept appears very much alive.

More: BMW Is Planning A Rugged G-Class Rival That May Kill The XM

Audi CEO Gernot Döllner recently spoke to Autocar, adding fuel to the speculation. He confirmed that the brand hasn’t abandoned its ambition for a true off-road 4×4, encouraging enthusiasts to “stay tuned.”

Illustrations: Theottle

While Audi continues to streamline its lineup as part of the Volkswagen Group’s cost-cutting drive, Döllner still believes there’s space for a halo model.

“There is no niche banner,” he said. “It’s just the opposite. It works perfectly to have a more focused line-up in the core, and in addition to that have some niche models to build the brand and to also transfer new ideas from a niche segment into the core products. That works perfectly and this is part of our strategy.”

Concept Hints and Shared DNA

Earlier this year, Audi presented the Q6 e-tron Offroad Concept featuring a raised stance, portal axles, a reworked body kit, and grippy all-terrain tires. While this study could evolve into a production vehicle, any true G-Wagen rival would likely be a standalone model rather than an off-road variant of an existing SUV like the Q6 e-tron Sportback.

More: Audi Says Q6 e-tron Offroad Concept “Gives A Taste Of A Potential Vehicle”

A logical foundation for the project could come from the Scout Traveler SUV and Tera pickup, potentially sharing their ladder-frame chassis, 4WD setup with locking front and rear differentials, and both fully electric and range-extender powertrain options. More importantly, it could help Audi avoid costly R&D investments.

Based on current VW Group resources, an internal combustion version seems improbable, as the only available ladder-frame platform is that of the aging VW Amarok from South America.

Built In America?

The toughest Audi yet could be manufactured in the Scout facility in South Carolina, sparing it from import tariffs. Döllner confirmed that the company is considering U.S. manufacturing for upcoming models, though the final decision will depend on a “stable tariff situation” and other “regulatory boundary conditions.”

He added that while it would be logical for the brand to employ an existing VW Group facility on this side of the Atlantic, a “specific Audi factory” could also happen, depending on how they are “aligned” with the US government.

What It Might Look Like

Shortly after the report came out, independent digital artist Theophilus Chin released renderings of a speculative Audi Q-Wagon, built on the Scout Traveler’s proportions. The design integrates Audi’s cues into a full-size SUV body, balancing squared-off lines with smoother surfacing.

More: Audi A4 Returns As EV With Concept TT Styling To Give BMW Something To Worry About

If Audi does bring such a model to life, it could adopt styling elements from the more recent Concept C, whose slim vertical grille and horizontal headlight arrangement are expected to influence several upcoming models, including the next A4 e-tron.

Sources: Autocar

Audi has officially unveiled the Concept C, just ahead of its first public outing at the Munich Motor Show. It’s a stunning hardtop roadster that previews the brand’s new design philosophy as well as a production model that will likely be based on the redesigned Porsche 718 Boxster and Cayman duo.

Looking bold and minimalist, the concept embraces the spirit of the legendary Auto Union Type C racer and features the all-new “Audi brand face.” The latter is a radical departure as it features a rectangular grille with a portrait orientation.

More: This Porsche 718 Mule Could Be Hiding Audi’s Next TT

The grille is flanked by angular accents, which channel air into vertical curtains. They’re joined by slender four-element headlights, which are slated to become a design hallmark that will “define Audi’s visual identity during both day and night.”

The eye-catching design continues further back as the concept has a rakish windscreen and streamlined bodywork. The latter features taut surfaces, sharp lines, and a pronounced shoulder that runs the entire length of the vehicle.

While the aerodynamic wheels and sporty side skirts draw attention, the retractable hardtop is the real star. It’s the first ever used on an Audi roadster and it promises to deliver the open-air benefits of a convertible as well as the styling and security of a coupe.

The roof is broken up into two different sections and a rear hatch opens to reveal a storage space. The roof then slides backwards, before the hatch closes. It operates similarly to the Porsche 911 Targa, which isn’t surprising as the two share a like-minded design.

Out back, there’s a relatively plain rear end with a wide diffuser and four-element taillights. The model also eschews a rear window for a camera.

A Minimalist Interior Free Of Distractions

The industrial design carries over to the cabin, which has all the ambience and glamour of an airport gate. Drivers sit behind a reimagined steering wheel and find themselves looking at a digital instrument cluster.

While this is fairly typical, Audi embraced a ‘shy tech’ approach to minimize distractions. As part of this effort, the model has a 10.4-inch infotainment system that folds out of the way when it’s no longer needed.

Elsewhere, we can see digital climate controls, anodized aluminum accents, and indirect ambient lighting. The automaker also eschewed leather for stylish cloth upholstery.

Production Model Inbound

While the car is technically a study, Audi confirmed it’s a “concrete preview of a production vehicle.” It will be built at their Böllinger Höfe plant and it’s expected to arrive in 2027.

Besides previewing a future production model, the concept’s exterior and interior design will influence other road-going vehicles. While those changes are likely a ways off, Audi confirmed plans to introduce an entry-level EV next year that will be built in Ingolstadt. 2026 will also see the introduction of new performance models, which will likely include the S6 and RS6 Avant.