New Audi Q9 SUV Might Be The Brand’s Most Disappointing Flagship Yet

The Audi Q9 has been in development for so long that the whole thing is starting to feel a bit ridiculous. After all these years, all Audi seems to have come up with is a larger Q7.

Audi recently released a few photos of the interior, and as expected, it looks almost exactly like every other current Audi cabin. Giant screens, familiar dashboard layout, same overall atmosphere. The exterior won’t be much of a surprise either, judging from the latest prototypes. I’m honestly not sure who this is really for or how many Audi expects to sell.

I suppose they feel obligated to compete in the “huge obnoxious SUV” segment, even if actual sales numbers end up being relatively small. Mercedes has the GLS, BMW has the X7. Cadillac has the Escalade, and even Lexus is preparing larger and larger luxury SUVs. Audi probably decided it simply couldn’t stay out of that market any longer. Still, it’s disappointing to see so little visual effort put into what is supposed to be a flagship SUV. At least from a design standpoint, the Q9 seems aimed almost entirely at hardcore Audi loyalists.

And that’s too bad, because Audi used to take more risks. The original TT, the first-generation A7, and even the R8 all had strong personalities. These were cars people instantly recognized. The Q9, on the other hand, feels like a corporate exercise. Something designed mainly to fill a gap in the lineup rather than create genuine excitement. And make a quick and easy buck.

The problem is that Audi’s current design language has become incredibly predictable. Every SUV in the lineup now blends into the next one. Unless you are a serious Audi fan, it’s actually getting hard to tell many of them apart from a distance. The Q9 appears to continue that trend. It’s bigger, taller, and more expensive, but not really more distinctive.

No one knows exactly what powertrains the Q9 will offer yet, but my guess is the usual mix of turbocharged V6 engines from the VW Group family, possibly with a plug-in hybrid version later on. An all-electric version could also happen eventually, especially since China is becoming more EV-focused every year. Its main markets will obviously be the U.S. and China, where giant luxury SUVs still generate huge profits.

However, with new huge tariffs on European cars potentially increasing prices even further, the timing may not be ideal. A massive, expensive Audi SUV arriving in an uncertain market could easily become a very tough sell. Especially when buyers now have so many choices from Mercedes, BMW, Cadillac, Lexus, Range Rover, and even new Chinese luxury brands entering the segment.

Too bad for Audi, I guess. But honestly, this is really something no one actually needs.