Would Audi consider a pick-up based on the Amarok? Why not?

Mercedes-Benz will try its luck at the midsize pick-up market with a model based on the Nissan Navara. Just like the Renault Alaskan. This is surely not new to you, but you are most certainly wondering why no other premium brand has thought of this. The answer is that they have, but will not move in that direction until Mercedes-Benz’s bet proves to be right. In case it does, Audi would probably follow its steps, according to Andrew Doyle, Audi’s managing director in Australia.

“It depends if there is really a market there for a premium utility model like that. What I can say is that the brand has proven that as much as we stretch into different areas and different segments, we can have success”, said Doyle in an interview to the Australian website CarAdvice. “If the formula is there to ensure its premium quality and premium performance, we’d have to do a global case study to see if that would be the case. It certainly would be an interesting addition to the Australian fleet.” Theophilus Chin has helped us imagine what this midsize pick-up could look like.

The biggest problem for Audi would be to have a platform over which it could build its pick-up, but Volkswagen has already solved it with the Amarok. With that settled, it is just a matter of checking the feasibility of such a market, but Mercedes-Benz has decided to do that sort of research. If it is viable, and attractive, it will profit from pioneering, but we are sure it will not be alone there for long.

Gustavo Henrique Ruffo

I have been an automotive journalist since 1998 and have worked for many important Brazilian newspapers and magazines, such as the local edition of Car and Driver and Quatro Rodas, Brazilian's biggest car magazine. I have also worked for foreign websites, such as World Car Fans and won a few journalism prizes, among them three SAE Journalism Awards and the 2017 IAM RoadSmart Safety Award. I am the author of "The Traffic Cholesterol", a book about bad drivers that you can buy at Hotmart, Google Play, Amazon and Kobo.