Audi unveiled its full-size Q9 SUV, with pricing beginning at $89,095 for the base model and $119,395 for the high-performance SQ9 variant. The three-row vehicle is designed primarily for American consumers and represents the brand’s flagship U.S. offering, joining the compact Q3 and midsize Q7 SUVs that were introduced earlier this year. The Q9 measures 209 inches in length and 86.8 inches in width, positioning it slightly longer than comparable competitors such as the Mercedes GLS and BMW X7, with sufficient space to accommodate adults in the third row.
The vehicle is equipped with engine options tailored to American preferences, including a 2.9-liter V6 with 429 horsepower in the standard Q9 and a 4.0-liter V8 producing 591 horsepower in the SQ9 variant. The Q9 incorporates several advanced features, including matrix adaptive beam headlights that utilize LED clusters to reduce glare for oncoming drivers, a ChatGPT-powered voice assistant, and a driver assistance system with hands-free capabilities. The vehicle also includes the largest moonroof Audi has ever installed on a production model.
The launch occurs during a challenging period for the brand in the U.S. market, where Audi experienced a 16% sales decline in 2025 compared to the prior year, with the decline continuing into 2026. The company attributed weakened performance to tariff pressures and the discontinuation of federal electric vehicle incentives. Unlike competitors BMW and Mercedes, which operate U.S. manufacturing facilities, Audi imports all vehicles from overseas, making the brand significantly more vulnerable to tariff impacts. Industry analysts suggested the new SUV lineup could provide necessary momentum, though structural challenges including the absence of domestic manufacturing capacity remain ongoing concerns for the brand’s competitive position.
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