Audi unveiled its full-size Q9 SUV in New York on Tuesday, targeting the U.S. premium market with six- and eight-cylinder engines, three rows of seating, and a starting price of $89,095 as the brand pushes to reverse recent sales declines.
German luxury automaker Audi is staking its U.S. recovery on space, performance, and pricing with the rollout of the full-size Q9. The vehicle marks the first time Audi has used the Q9 moniker, positioning the three-row flagship alongside the compact Q3 and midsize Q7 as part of a product push aimed directly at American buyers unveiled its full-size Q9 SUV on Tuesday.
Pricing, Performance, and Two Distinct Powertrains
The Q9 enters a crowded, high-profit segment with two distinct model tiers. The standard Q9 starts at $89,095, while the high-performance SQ9 variant begins at $119,395 competing in one of the most profitable.
Under the hood, both versions rely on powertrains engineered to appeal to domestic preferences. The base Q9 carries a 2.9-liter V6 engine producing 429 horsepower, capable of accelerating from zero to 60 mph in 4.9 seconds. Stepping up to the SQ9 swaps in a 4.0-liter V8 generating 591 horsepower and 590 foot-pounds of torque, dropping the zero-to-60 mph sprint to 3.8 seconds powered by a 4.0 liter V8 with 591 horsepower.
“If you look at our recent introductions, whether it is the Q3, whether it is this car, it really plays right into the center of what’s happening in America, SUVs keep growing. It’s over 80% of the of the premium space, and we have absolute top contenders in each and every part of those segments.”
Filip Brabec, Audi of America senior vice president of product management
Dimensions and Interior Layout Options
Spanning 209 inches end-to-end with an 86.8-inch width measured across the outer edges of the side mirrors, the Q9 stretches slightly longer than rival German haulers like the Mercedes-Benz GLS and BMW X7 slightly longer than both the Mercedes GLS and the BMW X7. That footprint creates enough interior volume to fit adults in the third row, supported by a 3.14-meter wheelbase is large enough to fit adults in the third row.
Buyers can choose between a standard seven-seat arrangement with a 35/30/35 split in the second row or an optional six-seat configuration featuring individual electric seats in the middle row. All seats come electrically adjustable as standard As standard, the model series has three rows of seats for a total of seven occupants.
Advanced Cabin Technology and Panoramic Glass
The cabin features Audi’s largest-ever panoramic sunroof, which utilizes switchable transparency within its laminated safety glass. The roof incorporates nine individually controllable segments to alternate between open light and glare reduction, and automatically turns opaque when the vehicle is parked With a total of nine individually controllable segments. The standard coated laminated glass reflects infrared light and blocks more than 99.5 percent of UV radiation The standard coated laminated glass reflects infrared light and blocks more than 99.5 percent of UV.
Technological additions include automatic power-opening doors equipped with obstacle detection Audi is offering automatic doors for the first time, a ChatGPT-powered voice assistant, and a driver-assist package with hands-free capabilities The Q9 also comes with a ChatGPT-powered voice assistant. The model also introduces matrix adaptive beam
headlights to the U.S. market, utilizing clusters of tiny LEDs to shape light beams and eliminate glare for oncoming drivers matrix adaptive beam headlights, which have been available in Europe and elsewhere for roughly a decade.
“This one’s going to have some real decadent features, I would almost say, like power opening doors and crazy interior materials, even by Audi standards.”
Karl Brauer, executive analyst for iSeeCars
Market Headwinds and the U.S. Manufacturing Disadvantage
The launch arrives during a challenging stretch for Audi in North America. Sales fell 16% in 2025 compared to the prior year, followed by a 17% drop during the first six months of 2026, compounded by a 30% slump in the first quarter CNBC. Executives attribute the slide to tariff pressures and the expiration of federal electric vehicle incentives CNBC.
Unlike competitors BMW and Mercedes-Benz, both of which operate factories in the United States, Audi currently imports 100% of its vehicle lineup, leaving the brand heavily exposed to import levies CNBC. While parent company Volkswagen operates a factory in Chattanooga, Tennessee, and is constructing a South Carolina plant for its Scout brand—with potential discussions around assembling certain SUVs locally—Audi produces nothing domestically at present CNBC.
Worth a look
