2010 Porsche Cayenne CGI and spy shots

However as these fresh spy shots reveal, it is the icon itself hauling what appears to be a very heavy load over its rear axle.

The Cayenne was the first SUV to be created on the platform developed jointly between Volkswagen, Audi and Porsche itself back in 2002.

The Touareg followed closely a year later while Audi's adaption didn't appear until 2006 with the Q7.

Porsche has apparently succeeded in pushing Volkswagen to streamline the development of joint projects - namely the replacement design for the SUV family.

Germany’s Automobilwoche reports that Porsche boss Wendelin Wiedeking is using his ever increasing control of VW Group to rush projects that would favour Porsche, even if it disadvantages Volkswagen.

Wiedeking had made it clear back in 2006 that he hopes to speed up development of the Cayenne because of fears of the worsening demand for thirsty SUVs and rising oil prices.

However with the flourishing success of the Cayenne in overseas markets, innovative steps are being implemented into the new range including a new hybrid model and diesel in its line-up.

Porsche hopes the launch its next-gen Cayenne by the first half of 2010, while the new Touareg isn't expected to arrive until late 2010 at the earliest.

Audi meanwhile isn't in the slightest rush, not expected to refresh its Q7 SUV until 2013.