by Expected Market Launch
It seems the long-awaited Audi Q9 is finally nearing the start of production. As the brand’s largest SUV, it is positioned as a direct competitor to the Mercedes-Benz GLS and BMW X7. Early signs indicate it could become a highly anticipated addition to showrooms in the United States. For Audi dealers, this model may be worth the long wait.
So far, the Q9 has only been spotted under camouflage during road tests, but behind closed doors, Audi has already begun showing the model to dealers. Among those who have seen it is Tom McCallum, CEO of Forbes Todd Automotive Group and the current chairman of the Audi National Dealer Council.
Configuration and Target Audience
In a conversation with Auto News, McCallum stated that the new Q9 will have a six-seat configuration with captain’s chairs. It will also be significantly larger than the current Q7, offering more legroom in the third row and allowing Audi to attract buyers who might otherwise consider full-size models like the Chevrolet Tahoe or Suburban.
“A three-row vehicle, six captain’s chairs, plenty of cargo space. This is the soccer mom SUV we couldn’t offer. The Q9 will solve that problem for us. Every Audi dealer will tell you: it can’t come soon enough.”
While it’s hard to say whether the average “soccer mom” is specifically waiting for the Q9, especially considering it will undoubtedly cost more than the Q7, which starts at $62,000, it’s clear that Audi and its dealers have a tough job ahead if they plan to change the situation in the US. The brand’s sales fell by 16% in 2025, to just 164,942 units.
Space and Architecture
In addition to extra space in the third row, the Q9 will also have a walkway between the second-row seats and offer greater overall cargo capacity compared to the Q7. While McCallum only mentioned a six-seat version with captain’s chairs, it wouldn’t be surprising if a more traditional seven-seat configuration is also offered.
The foundation of Audi’s new flagship SUV will be the Premium Platform Combustion (PPC) architecture. There is no information on specific powertrains, but it is known that the platform supports internal combustion engines, mild hybrids, plug-in hybrids, and range-extender electric vehicles.
Model Range and Design
Considering Audi’s usual model launch strategy, one can expect a range of standard trims along with potential future S and RS sport versions. A luxury-class version with a Horch badge has also been spotted, developed to compete with the Mercedes-Maybach GLS. This approach would mirror what is already available in other Audi SUV lineups, especially if the Q9 is expected to be the new flagship.
Spy photos of prototypes suggest the Q9 will follow Audi’s latest design language. It appears to move away from the more vertical and bulky proportions of the aging Q7 in favor of a sleeker silhouette, similar to the Q5, which could help balance the Q9’s additional dimensions with a more elegant presence.
The arrival of the Q9 comes at a crucial moment for Audi, as the brand attempts to halt declining sales in the American market. The success of this model could largely depend on how accurately it meets the needs of family buyers seeking luxury, space, and technology in one package. Competition in the full-size luxury SUV segment has always been fierce, and the Q9 will have to not only offer compelling arguments against the GLS and X7 but also carve out its own distinct niche.
