Audi is moving forward with a new top-tier SUV, the Q9, filling the gap left by the discontinued A8 saloon. The vehicle, spotted in testing and confirmed during Audi’s recent media briefing, will directly compete with the Mercedes GLS and BMW X7 in the premium large SUV segment. This expansion into larger vehicles reflects a growing demand in key markets like the US and China, where size equates to luxury for many buyers.
Larger Than Ever Before
The Q9 will exceed the dimensions of the existing Q7, offering six or seven seats. Audi isn’t just building a bigger vehicle; it’s responding to market trends where spaciousness and presence matter. The decision to pursue this segment signals that Audi recognizes the profitability of oversized luxury SUVs, even if they are less practical in tighter European markets.
Design and Performance
The Q9 will largely adhere to Audi’s current design language, featuring split headlights and the signature single-frame grille. A high-performance SQ9 variant is confirmed, sporting quad exhaust pipes and wider wheels, likely powered by a twin-turbocharged V8 engine.
Less aggressive variants will include plug-in hybrid and possibly diesel options, catering to European emissions standards. The SUV’s exterior will echo proportions similar to the BMW X7 and Mercedes GLS, prioritizing road presence.
Interior Tech and Luxury
Inside, the Q9 will feature Audi’s latest dual-screen MMI system, with an optional passenger display. Expect high-end materials, plush seating, and advanced tech like electrochromic glass roofs and active safety features. The rear seats will likely prioritize comfort with captain’s chairs and generous space for adults.
The Q9 may also feature electronic door latches similar to those found in the Ferrari Purosangue, though Audi is reportedly developing traditional handles for markets like China, where such designs may soon be regulated.
Pricing and Launch
The Q9 is expected to launch in late 2026 with a starting price around £85,000, putting it in line with competitors like the BMW X7 and Mercedes GLS. The current Q7 is available with discounts, but the GLS already starts at over £110,000, so Audi aims to position the Q9 competitively.
The Q9’s development underscores a broader shift in the luxury automotive market, where size and extravagance are increasingly valued. Audi is adapting to these preferences by offering a vehicle that directly challenges established leaders in the supersized SUV segment.
