By Basem Wasef – July 28, 2026
First Look Analysis: Audi Q9 Takes on the Giants
Challenging foes like the Cadillac Escalade, Mercedes-Benz GLS and Range Rover, the new Audi Q9 is a 17 ½-foot-long, 6-foot-tall expression of not-so-quiet luxury that supersedes the Q7 as the most massive model to ever hail from Ingolstadt. The largest Audi in history was penned in the organic design language first seen in the Q6 e-tron, wearing a large imposing grille, gently contoured flanks and a lengthy silhouette resolving into a tall, stacked rear end. “We don’t have many creases any more,” senior designer Gary Telaak remarked truthfully at the Q9’s advanced preview in Munich. In the flesh, the full-sized sport ’ute brings an imposing visual vibe that’s about 75% SUV and 25% van – not quite the sexiest look in its base form, but incrementally more aggressive in S-Line trim and even sharper in SQ9 form. The Q9 gets a 429 horsepower 2.9-liter twin-turbo V6, while the gutsier SQ9 version is powered by a 591 hp 4.0-liter twin-turbo V8. Helping manage the model’s massive proportions are power operated doors which bring Rolls-Royce-like levels of luxury to the table. The automation comes with typical German over-engineering that incorporates radar sensors to avoid door dings and a smooth shutting process that rolls down the door speed just as it approaches and latches. This level of attention to detail extends to the interior, a spacious cabin framed by a high-tech panoramic roof. In its top trim level, the largest roof in Audi history spans 16 square feet and incorporates a polymer dispersed liquid crystal safety glass designed to block 99.5 percent of UV radiation while being able to selectively turn sections of the surface opaque at the touch of a button. The 84 overhead LEDs can also be programmed to bathe the cabin in tinted light that complements the cabin’s multi-hued themes. Advanced lighting is a recurring theme with the Q9, starting with a complex welcoming floodlighting that unfolds an animated rhombus shape. The system is also functional: if you’re exiting the car and an approaching cyclist or car is detected, the system will project a visual warning onto the ground. The system’s radar sensors are sophisticated enough to prevent the doors from opening or lock them in place when partially open if a collision is imminent. The fancy lighting extends to the headlamps, which introduce Audi’s first Stateside implementation of digital matrix LED technology. The system, which is standard on SQ9 and optional on Q9, actively monitors traffic and illuminates around oncoming vehicles, dimming the lights where necessary so the view ahead is bright. The premium lighting package goes a step further with advanced turn signals that project arrows down onto the road, offering more dimensional visual cues for other drivers as to the intended direction of travel. The system can also project parallel lines ahead onto the road indicating the edges of the vehicle in order to help with alignment through tight spots. The cabin treats 7 passengers across 3 rows or 6 passengers with captain seating to a contemporary space complete with available features like matte open pore veneers and heated door and center armrests. A panoramic series of OLED screens face the front passengers with an 11.9-inch so-called virtual cockpit, a 14.5-inch central screen, and a 12.3-inch passenger display that offers a privacy mode. The setting enables streaming videos just for the passenger while the Q9 is in motion. The Q9’s multimedia system features an embedded ChatGPT model that is programmed to handle general interest queries beyond typical vehicle functions like navigation destinations. Convenience features include two wireless phone chargers that hold phones in place magnetically, while additional USB-C chargers across all three rows offer between 45 and 100 watts of charging power for laptops and tablets. Power folding rear seats enable up to 87.7 cubic feet of storage behind the first row, and the cabin feels spacious and airy with a commanding view thanks to front seats positioned an inch taller than the Q7. The top-tier Bang & Olufsen system features 1,360-watt and 22 speakers with so-called 4D sound, which hides actuators in the front seats. The 4D system enhances low frequency sound sensations by vibrating the front seats, an effect which can be dialed down for subtle backside sensations, or cranked up like premium multimedia seating at a movie theatre. Headrest speakers offer isolated sound for phone calls, navigation directions and surround sound elements. Though the nearly 3-ton Q9 has plenty of mass to contend with, it employs a few tricks to mask its heft dynamically. Available 4-wheel steering helps swing the rear around corners at low speeds while boosting stability at higher velocities. A standard adaptive air suspension system also adjusts automatically for speed, load, and driving conditions. Ride height can be adjusted as much as 3.5 inches, offering easier entrances and exits while also lowering the center of gravity during more spirited driving. A powerful V6 and an even brawnier V8 help the Q9 and SQ9 achieve best-in-class acceleration figures: 0-to-60 mph in 4.9 and 3.8 seconds, respectively. While outright performance won’t be the central focus of the Audi Q9 and SQ9, its dynamic capabilities should offer a compelling complement to its upgraded interior design and upsized road presence. Audi has historically been late to the large vehicle game, like when the A8 arrived on the scene in 1994, decades after BMW’s 7 Series and Mercedes-Benz’s S-Class. While the A8 has since come and gone, all eyes are now on the Q9 in the hotly contested flagship 3-row SUV segment. The market might be habituated to the usual players, but Audi’s $88,995 Q9 and $119,295 SQ9 will make a strong case for the new kids on the block when they arrive in showrooms later this year.
