VW Plans Electric Touareg SUV Return

Volkswagen is considering an electric successor to the Touareg SUV, aiming to maintain a flagship offering for customers who want premium quality without a luxury badge. The move comes as the current combustion-powered Touareg prepares to exit the market after more than two decades.

End of an Era for Touareg

The Touareg, a long-standing model in Volkswagen’s lineup, will be discontinued within months after 24 years on sale. The brand is shifting focus toward higher-volume, more affordable vehicles, but acknowledges the gap left behind in the upper segment.

Serving the “Non-Premium Premium” Market

According to Volkswagen sales chief Martin Sander, there remains strong demand for high-quality, well-designed vehicles that don’t carry a premium badge. This niche, once served by models like the Touareg and the discontinued Phaeton, appeals to customers who value refinement and space without the image associated with luxury brands.

These buyers are often affluent but prefer understated vehicles that reflect practicality rather than status. Volkswagen sees this group as a key audience for a potential next-generation Touareg.

Electric Future for a Flagship SUV

Any future Touareg replacement is expected to be a fully electric large SUV, aligning with market trends where SUVs dominate the segment. Volkswagen is likely to position the model as a sophisticated yet accessible flagship within its range.

The new EV could be built on the upcoming SSP platform, which will underpin next-generation electric vehicles across the Volkswagen Group. Like the current Touareg, it may also share advanced technologies with premium brands such as Audi and Porsche.

Balancing Accessibility and Innovation

While Volkswagen remains committed to producing cars for a broad audience, it recognizes the importance of offering a high-end option within its lineup. An electric Touareg would allow the brand to bridge the gap between mainstream and premium segments, delivering advanced technology, comfort, and design without the exclusivity of luxury marques.