Is Audi’s new R2.1m Q9 the ultimate luxury SUV?
JOHANNESBURG — Audi has officially entered the full size luxury SUV market with the global unveiling of the 2027 Audi Q9. The new three row flagship model is designed to sit above the Q7, representing the brand’s most direct challenge yet to established rivals like the BMW X7, Mercedes Benz GLS, and Range Rover.
The introduction of the Q9 marks a strategic shift for the German automaker, as the new SUV takes over the flagship role previously held by the A8 sedan. Audi confirmed that the development of the vehicle was heavily influenced by demand from North American dealers, reflecting a global shift in buyer preference toward larger premium SUVs over traditional luxury sedans.
The vehicle measures over 209 inches in length and will be manufactured at Audi’s Bratislava plant in Slovakia. The standard Q9 features a turbocharged 2.9 litre V6 engine delivering 429 horsepower, while the high performance SQ9 variant is equipped with a twin turbocharged 4.0 litre V8 producing 591 horsepower. Both models come standard with an eight speed automatic transmission and Quattro all wheel drive.
Inside the cabin, Audi offers a choice between a seven seat layout or a six seat configuration with second row captain’s chairs. The dashboard is dominated by a triple screen setup, including a 14.5 inch central touchscreen, an 11.9 inch digital driver display, and a 12.3 inch screen dedicated to the front passenger. For enhanced ride quality, the Q9 utilizes adaptive air suspension and optional four wheel steering.
The Q9 is expected to launch first in North America before expanding to other global markets. In the United States, pricing for the base model starts at $89,095, which is approximately R1.6 million before taxes and duties, while the range topping SQ9 starts at $119,395, or roughly R2.1 million.
This move by Audi signals a significant investment in the high margin luxury SUV segment. By prioritizing technology, such as Matrix LED lighting and a 22 speaker Bang & Olufsen 4D audio system, Audi aims to capture market share from competitors who have long dominated the full size category.
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