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Pickup Trucks: Can Audi Succeed Where Mercedes Failed?

Pickup Trucks: Can Audi Succeed Where Mercedes Failed?

What would you think about a pickup truck with an Audi badge plastered across the tailgate?

The idea of a luxury-level truck isn’t anything new. Some of the range-topping models from the Ford F-Series and the Chevy Silverado range certainly hit close to that border. Mercedes even tried to give it a go with the X-Class, but the approach was super lazy (it was basically a Nissan Navara with Mercedes emblems). Now, it looks like Audi is at least considering the idea of dipping its toes into the pool. Could it be that Audi doesn’t only want to pick up were Mercedes failed but actually compete with higher-range models of the Ford Ranger and Toyota Hilux? Well, this isn’t just some random rumor, and the concept is coming from someone with a lot of influence within the walls of Audi.

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2021 Audi A6 Avant TFSI e quattro

2021 Audi A6 Avant TFSI e quattro

The wagon can cover 32 miles on electric mode alone

Audi has launched a new plug-in hybrid trim for its wagon, the A6 Avant. It is based on the A6 Avant 55 TFSI trim, the plug-in model was first revealed at the 2019 Geneva Motor Show. It isn’t a new powertrain as it’s already been doing duty in the plug-in hybrid versions of the A7 Sportback and Q5. The wagon will be capable of covering 32 miles on battery power alone. Neat add-on to one the most popular station wagons, isn’t it?

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2019 Audi Pickup

2019 Audi Pickup

Could Audi leverage the Amarok to compete with Mercedes’ pickup?

The race for supremacy in the newly formed midsize luxury pickup segment is getting tense. Mercedes is fully committed to building a midsize pickup for the global market with the potential to become a luxury item for U.S. buyers. Tesla has announced plans to build an all-electric pickup and will come with all the Tesla tech we’ve come to love. GMC debuted the Canyon Denali for the 2017 model year and is the first to arrive in dealerships. Even BMW has hinted to “never say never.” So what other automakers might join the fray?

Audi has weighted glove it could dawn in this fight of the middleweights. It could easily rework the Volkswagen Amarok to become a high-class Audi pickup. Think about it. The concept is solid and the engineering needed would be mostly minimal.

To that end, we created a rendering of what an Audi pickup would look like. The idea is straight forward: take the Amarok pickup, badge engineer it to wear Audi’s latest corporate look, throw in a well-appointed interior, update the powertrain to be U.S. compliant, and boom, an Audi pickup.

Keep in mind, all this is pure speculation on our part. To our knowledge, Audi has neither released a statement nor made any hints to its stance on such a product. Still, that doesn’t make the proposition any less interesting.

Let’s have a look.

Continue reading for the full run-down.

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