Volkswagen plans electric Touareg as flagship SUV for affluent buyers

Volkswagen is considering bringing back the Touareg in a new format as a fully electric SUV. After ending production of the combustion engine model, which was manufactured for 24 years, the brand is exploring the possibility of creating a new flagship for more affluent customers.

The current Touareg has already been discontinued, but dealers worldwide still have limited stock. Volkswagen acknowledges that the model has its own audience—customers who want a large, high-quality, and technologically advanced vehicle without the premium brand image of Porsche or Audi.

This targets the segment between mass-market and premium models, essentially offering "hidden luxury" where comfort and status matter, but without ostentation.

If approved, the future electric Touareg will likely be built on the new SSP platform. This would allow it to incorporate advanced solutions from the Volkswagen Group, including developments from Audi and Porsche, similar to the current model. The new vehicle is expected to launch later than other key models, including the electric Golf, and will retain the large SUV format, which accounts for about 80% of the segment.

Volkswagen is clearly reevaluating its product lineup. On one hand, it focuses on mass-market and affordable electric vehicles; on the other, it aims to maintain a flagship for wealthier customers without directly competing with premium brands. This reflects a market trend where some consumers want high levels of quality and technology but are unwilling to pay for brand prestige or display status.

Bringing back the Touareg as an electric car could be a significant step in Volkswagen's new strategy. The brand is trying to occupy a unique niche between mass-market and premium models—and if the project goes ahead, it could become one of the most interesting SUVs in the new vehicle segment for 2027–2028.