Audi has launched the Q9. Its first large full-size SUV, marking a significant step in the brand’s strategy to expand its premium SUV range; With a length of 5,31 meters and a 3,14-meter wheelbase, the Q9 is the largest Audi ever built for production, according to MARCA and ÖAMTC. It will be available from the fourth quarter of 2026, with an entry-level price of 108,400 euros for the Q9 TDI 220 kW variant, according to audi.com.

Design and Dimensions

The Q9 is significantly larger than Audi’s previous flagship, the Q7, which is 5,05 meters long. With a height of 1,81 meters and a width of 2,21 meters, the Q9 is 4 cm taller and 26 cm longer than its predecessor. The model’s imposing size makes it one of the largest SUVs in its class, even surpassing the BMW X7 and Mercedes GLS in dimensions, according to ÖAMTC. Its vertical grille, which extends to the lower front of the SUV, is a striking feature, with optional LED lighting, as reported by MARCA.

The Q9’s third-generation curved digital OLED rear lights, a world first, follow the contours of the body and provide unique lighting signatures. These include a warning triangle to alert other road users when exiting the vehicle, as noted in ÖAMTC. The model also features Matrix-LED headlights and optional 23-inch wheels.

Interior and Technology

Inside, the Q9 offers a business-class atmosphere with individual electric seats in the second row, automatic doors, and the largest panoramic sunroof ever fitted to an Audi. The SUV will be available as a six- or seven-seater, with no five-seater option. The six-seater variant features first-class-style individual seats in the middle row, according to ÖAMTC. The front seats include heated sports seats, and the overall interior design emphasizes luxury and comfort.

Technologically, the Q9 is equipped with the latest driver assistance systems, including adaptive cruise assist plus with hands-free driving. Audi CEO Gernot Döllner emphasized that the Q9 represents a shift in how customers view cars, not just as transportation but as mobile living spaces. “In the future, ‘Vorsprung durch Technik’ will increasingly be defined by the in-car experience,” he said, according to audi.com.

Market Strategy and Sales Projections

Audi is targeting the U.S. market as a key region for the Q9, where it expects to sell nearly two out of every three units. The U.S. is the second-largest automotive market in the world, after China, according to audi.com. The model will also be available in Europe with diesel engines, with the first deliveries expected before the end of 2026. In China, the number 9 is considered highly auspicious, and the Q9’s naming strategy may appeal to customers in the region, as noted by MARCA.

The Q9’s launch marks Audi’s latest effort to strengthen its presence in the premium SUV segment. The model is part of Audi’s broader strategy to expand its top-tier offerings and reinforce its brand’s premium positioning. With its combination of size, luxury, and technology, the Q9 aims to compete with other high-end SUVs and meet the specific needs of customers in the U.S. and beyond.