The German luxury auto brand Audi has unveiled its full-size Q9 SUV, starting at $89,095.
This is the first vehicle of its kind for Audi and part of a product push aimed at revitalizing the brand's presence in the U.S. market, where it has faced challenges in recent quarters.
The three-row Q9 and its high-performance SQ9 variant will serve as Audi's flagship models in the U.S., joining two other SUVs the brand has introduced this year — the compact Q3 and midsize Q7.
Filip Brabec, Audi of America’s senior vice president of product management, stated that the Q9 was designed primarily with the U.S. consumer in mind.
The Q9 starts at $89,095, while the SQ9 is priced at $119,395, competing in one of the most profitable yet crowded segments in the U.S. market.
Measuring 209 inches long and 86.8 inches wide, the vehicle is spacious enough to accommodate adults in the third row.
The Q9 focuses on three key areas: performance, space, and technology.
It features a 2.9-liter V6 engine producing 429 horsepower, while the sportier SQ9 is equipped with a 4.0-liter V8 engine generating 591 horsepower.
The model also includes several new features, such as matrix adaptive beam headlights that can shape light beams.
Audi's Road in the U.S.
The reveal comes as Audi has struggled in the U.S. market.
Audi sold 16% fewer vehicles in 2025 compared to the previous year, and sales continued to decline by 17% in the first half of 2026.
The company attributes this decline to tariffs and the end of federal electric vehicle incentives.
Analysts suggest that the new SUVs could provide a much-needed boost for the brand, but Audi still faces structural disadvantages compared to its rivals.
Both BMW and Mercedes-Benz have performed better in recent quarters.
The new SUVs represent a significant step for Audi, but the company must still navigate tariff challenges.
