German luxury automaker Audi unveiled its full-size Q9 SUV on Tuesday, marking the brand's first vehicle with this designation and the latest addition to a product push targeting the American market. The three-row Q9 and high-performance SQ9 variant will serve as Audi's flagship U.S. models, with pricing starting at $89,095 and $119,395 respectively. The unveiling comes as Audi has struggled in the U.S. market, with sales down 16% in 2025 and down 17% in the first six months of 2026. Filip Brabec, Audi of America senior vice president of product management, stated the Q9 was designed primarily for U.S. consumers, joining the compact Q3 and midsize Q7 SUVs revealed in March and June. The brand attributes its lagging U.S. performance to tariffs and the end of federal electric vehicle incentives.
Audi Q9 Specifications and Market Positioning
The Q9 measures 209 inches long and 86.8 inches wide when measured from the outer edges of the sideview mirrors, making it slightly longer than both the Mercedes GLS and BMW X7. The vehicle is large enough to accommodate adults in the third row. The Q9 comes with a 2.9-liter V6 engine producing 429 horsepower and a 4.9 second 0-60 mph acceleration time, according to Audi. The SQ9 is powered by a 4.0 liter V8 with 591 horsepower, 590 foot-pounds of torque, and a 3.8 second 0-60 mph time.
Brabec said at the vehicle reveal in New York on Tuesday that the Q9 "represents the most lavish luxury car that we have in this space." He noted that "SUVs keep growing. It's over 80% of the premium space, and we have absolute top contenders in each and every part of those segments."
The Q9 includes matrix adaptive beam headlights, which have been available in Europe for roughly a decade but only recently allowed in the U.S., according to the company. The lights consist of a cluster of tiny LEDs which can shape headlight beams to reduce or eliminate glare for oncoming drivers. The vehicle also features a ChatGPT-powered voice assistant, a driver assist system with hands-free function, and the largest moonroof Audi has ever installed on a vehicle.
Karl Brauer, executive analyst for iSeeCars, said the Q9 "is going to have some real decadent features, I would almost say, like power opening doors and crazy interior materials, even by Audi standards."
Audi U.S. Sales Decline in 2025 and 2026
Audi sold 16% fewer vehicles in 2025 than the year before, according to company data. The first six months of 2026 saw a 17% decline compared to the same period in 2025. The first quarter of 2026 recorded a 30% drop from the same period in 2025.
In comparison, Mercedes-Benz sales are down approximately 3.5% through June this year, while BMW sales increased 4.7% in the same period, according to the source.
Brauer stated that Audi is "watching things like the [Mercedes-Benz] GLS and the [BMW] X7, and they're just saying to themselves, 'We need more.' We need more space, but what we really need is more MSRP and more profit."
Tom Narayan, global autos analyst at RBC Capital Markets, noted that Audi had previously been "nipping at the heels of what used to be a duopoly of German [original equipment manufacturers]," referring to the brand's success competing with BMW and Mercedes, and "through the years it had increased its market share."
Tariff Impact and Manufacturing Disadvantage
Audi imports 100% of its product to the U.S., while both BMW and Mercedes-Benz have factories in the country. Volkswagen, which owns Audi, operates a factory in Chattanooga, Tennessee, and is building a factory in South Carolina for its Scout SUV brand. Audi executives have reportedly said they are considering building some SUVs at the South Carolina plant, but the brand currently does not manufacture any vehicles in the U.S.
Narayan said Audi previously offered value for dollar, but "that pricing advantage has evaporated with the tariffs." He added that Audi is "far more exposed to tariffs than rivals."
Brauer noted that "a lot of manufacturers were caught out" by the shift in electric vehicle market expectations, "but Audi is probably one of the more substantial ones in terms of how much energy and resources they put into and expected to get back from the electric car world and how far those realities fell from expectations." Pure electric vehicles made up just 5.6% of Audi's U.S. sales in the second quarter of 2026, according to Cox Automotive.
Brauer added that the energy devoted to EVs "has left its other powertrains without the attention that they needed to compete," and the new SUVs are "a step toward remedying that." Narayan said the new product is positive for the brand, but noted that "navigating the tariffs" remains the larger issue and "will still dominate their performance in the U.S."
FAQ
What did Audi unveil on Tuesday?
Audi unveiled its full-size Q9 SUV on Tuesday, marking the brand's first vehicle with the Q9 designation. The three-row Q9 and high-performance SQ9 variant will serve as Audi's flagship U.S. models, with the Q9 starting at $89,095 and the SQ9 at $119,395.
Why has Audi struggled in the U.S. market?
Audi attributes its lagging U.S. performance to tariffs and the end of federal electric vehicle incentives. The brand sold 16% fewer vehicles in 2025 compared to the year before, and sales were down 17% in the first six months of 2026. Audi imports 100% of its product to the U.S., making it more exposed to tariffs than rivals BMW and Mercedes-Benz, which have U.S. factories.
How does the Audi Q9 compare to competitors?
The Q9 measures 209 inches long and 86.8 inches wide from the outer edges of the sideview mirrors, making it slightly longer than both the Mercedes GLS and BMW X7. It competes in the full-size three-row SUV segment with a starting price of $89,095 for the Q9 and $119,395 for the SQ9 variant.
