Audi unveiled its Q9 SUV, a full-size, three-row vehicle designed specifically for the U.S. market, where the brand has seen a significant drop in sales—down 16% in 2025 and 17% in the first half of 2026. The Q9, starting at $89,095, and the performance variant SQ9 at $119,395, are positioned to compete in a lucrative segment dominated by rivals like Mercedes and BMW.
Filip Brabec, Audi of America’s senior vice president, emphasized that the Q9 was developed with American consumer preferences in mind, featuring powerful engine options and spacious interiors. The Q9 is equipped with advanced technology, including a ChatGPT-powered voice assistant and innovative headlights that reduce glare.
Despite these enhancements, Audi faces structural challenges, particularly its reliance on imports, as it does not manufacture vehicles in the U.S., unlike its competitors. Analysts suggest that while the Q9 could help boost Audi's presence in the market, the ongoing impact of tariffs and the competitive landscape will continue to pose significant hurdles for the brand's recovery