Audi Q9 SUV debuts as three-row flagship for U.S. buyers
Audi's new Q9 starts at $89,095 as the brand tries to reverse U.S. sales declines with larger luxury SUVs.
By Hana Yoshida · Markets Reporter
3 min read
Audi unveiled the Audi Q9 SUV on Tuesday, adding a full-size, three-row luxury model designed mainly for the American market. The launch matters because Audi’s U.S. sales have fallen sharply, and the brand is turning to larger SUVs to compete in one of the industry’s most lucrative segments.
Audi said the Q9 will start at $89,095, while the higher-performance SQ9 version will start at $119,395. Together, the Q9 and SQ9 will serve as the brand’s flagship U.S. model, joining the compact Q3 and midsize Q7 SUVs that Audi revealed earlier this year.
What is the Audi Q9 SUV?
The Audi Q9 SUV is the brand’s first vehicle with that name, according to Audi, and it is a full-size luxury SUV with three rows of seating. Audi of America product chief Filip Brabec said the vehicle was developed with U.S. customers in mind, including its large cupholders and six- and eight-cylinder engine choices.
Brabec said at the New York reveal that SUVs account for more than 80% of the premium market, and Audi is trying to place stronger entries across those segments. He described the Q9 as Audi’s most luxurious vehicle in that category.
Audi said the Q9 measures 209 inches long and 86.8 inches wide when measured across the side mirrors. The company said it is slightly longer than the Mercedes-Benz GLS and BMW X7, and has enough space for adults in the third row.
What engines and features does it have?
Audi said the Q9 uses a 2.9-liter V6 engine with 429 horsepower and can accelerate from 0 to 60 mph in 4.9 seconds. The SQ9 uses a 4.0-liter V8 with 591 horsepower, 590 foot-pounds of torque and a 0-to-60 mph time of 3.8 seconds, according to the company.
The Q9 also brings several technology and comfort features to Audi’s U.S. lineup. Audi said the SUV includes matrix adaptive beam headlights, a ChatGPT-powered voice assistant, a hands-free driver assist function and the largest moonroof the brand has installed on a vehicle.
Karl Brauer, executive analyst at iSeeCars, said the model adds high-end touches such as power-opening doors and upgraded cabin materials. He said Audi is trying to match vehicles such as the Mercedes-Benz GLS and BMW X7 while adding higher-priced models that can lift profit.
Audi’s U.S. sales problem
Company data show Audi’s U.S. sales fell 16% in 2025 from the prior year. Audi’s deliveries were down another 17% through June 2026 compared with the same period in 2025, including a 30% first-quarter decline.
Audi has pointed to tariffs and the end of federal electric-vehicle incentives as factors hurting its U.S. performance. Analysts cited by CNBC said the new SUV lineup could help, but they also said Audi faces a disadvantage because it imports all vehicles it sells in the U.S.
BMW and Mercedes-Benz both build vehicles in the United States, while Audi does not. Volkswagen, Audi’s parent company, has a plant in Chattanooga, Tennessee, and is building a South Carolina factory for Scout, though Audi currently has no U.S. production.
Tom Narayan, global autos analyst at RBC Capital Markets, said Audi’s new products are positive for the brand, but tariffs remain the larger issue for its U.S. results. Cox Automotive said fully electric vehicles made up 5.6% of U.S. sales in the second quarter of 2026, a challenge for Audi after early investment in electric models.
This story draws on original reporting from CNBC.