Audi continues U.S. product push with three-row Q9 SUV

Key Points:

• Audi unveiled its full-size Q9 SUV and high-performance SQ9 variant, targeting the U.S. market with a focus on performance, space, and technology, including a ChatGPT-powered voice assistant and advanced matrix adaptive beam headlights.
• The Q9, starting at $89,095, and SQ9 at $119,395, compete in a crowded luxury SUV segment, offering powerful V6 and V8 engines and spacious three-row seating designed for American consumers.
• Audi has faced declining U.S. sales, down 16% in 2025 and 17% in the first half of 2026, attributed to tariffs and the end of federal EV incentives, while rivals BMW and Mercedes have performed better partly due to local manufacturing.
• Audi imports all its vehicles to the U.S., unlike BMW and Mercedes which have domestic factories, placing it at a disadvantage amid tariffs; the brand is considering U.S. production at a Volkswagen plant but currently has no local manufacturing.
• Despite early investment in electric vehicles, Audi’s EV sales have struggled in the U.S., and the brand is now focusing on new SUVs to regain competitiveness in traditional powertrains and boost its market position.