Introduced alongside the Porsche Cayenne, the Touareg was part of Ferdinand Piech’s strategy to increase profitability per vehicle for Volkswagen. However, despite performing reasonably well across three generations (7L from 2002-2010, 7P from 2010-2018, and CR from 2018-2026), the model never achieved the same cultural impact as its Porsche counterpart. The first generation Touareg was particularly notable for featuring a 6.0-litre W12 petrol engine and a 5.0-litre V10 diesel.

The decision to discontinue the Touareg comes at a time when Volkswagen is focusing more on electric vehicles (EVs) and other profitable ventures within its portfolio. The introduction of the Tayron, a smaller SUV aimed at emerging markets, signals this strategic shift. While the Touareg will be missed by many for its engineering prowess, it has been outshone in recent years by models from sister brands Audi and Porsche.

Despite being a well-engineered vehicle with a strong build quality, the Touareg struggled to compete against established luxury SUVs like the BMW X5 and Mercedes-Benz GLE. The model’s most successful year was 2015 when it achieved a nine percent share in its sector, significantly less than Audi’s Q7 which reached 12.1 percent.

The discontinuation of the Touareg also highlights Volkswagen’s internal competition within the luxury SUV market. With brands like Audi and Porsche offering similar products, there was limited room for the Touareg to carve out a unique niche in the premium segment. This strategic decision underscores the importance of brand positioning and differentiation in the highly competitive automotive industry.

The end of the Touareg era represents a significant shift for Volkswagen. As the company continues its transition towards electric mobility and seeks to optimize its product lineup, the legacy of the Touareg remains an important chapter in automotive history.

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