Audi is preparing to boldly enter the full-size luxury SUV space with the upcoming Q9—its largest and most ambitious SUV yet. The model, recently caught testing in Europe wearing camouflage and an S-badge, appears to be a performance-oriented variant dubbed the SQ9. Its arrival would mark Audi’s direct challenge to high-end rivals like the BMW X7 and Mercedes-Benz GLS.
Audi’s New Flagship: The Q9 Ascends to the Top
The Q9 is expected to be at the top of Audi’s SUV hierarchy in size and prestige. As a new nameplate, it represents a strategic expansion of the brand’s luxury lineup—one aimed squarely at buyers seeking the size and stature of a full-size SUV without compromising performance.
The SQ9, with its sport-tuned powertrain, looks set to serve as the performance spearhead for this new platform, potentially bringing a sharper edge to Audi’s family hauler segment.
Design: Familiar Form, Subtle Performance Cues
The test vehicle reveals a design closely aligned with the Q7, raising early concerns about visual differentiation. The front fascia features a wide mesh grille, split daytime running lights, and aggressive lower air intakes that hint at the S model’s added muscle. At the rear, quad exhaust outlets further reinforce its performance credentials.
Other updates include a flush-style door handle design and a repositioned license plate, but the overall silhouette still strongly resembles the Q7. This overlap suggests that Audi must work harder to establish the Q9 as a distinct flagship rather than a scaled-up sibling.
Performance Strategy: SQ9 Today, RSQ9 Tomorrow?
While the SQ9 will likely deliver strong performance, it’s still part of Audi’s “S” series—not the full-blown “RS” performance tier. That hasn’t stopped speculation about a future RSQ9 model. Enthusiasts already envision a top-tier Q9 variant, especially given the RS Q8’s benchmark-setting output of over 600 horsepower.
With rival brands pushing high-performance variants of their full-size SUVs, Audi could use the Q9 as a foundation for future RS models—especially as consumer demand grows for large vehicles that combine luxury with track-worthy performance.
A Strategic Launch in a Competitive Segment
The SQ9 is more than just another addition to Audi’s SUV portfolio. It’s a strategic signal of the brand’s intent to compete at the highest level in both luxury and performance. Once dominated purely by comfort and size, the global flagship SUV market rapidly shifts toward models that can deliver on all fronts.
Audi’s entry into this space could begin a new phase in the competition between Germany’s premium automakers. Whether the SQ9 and eventual Q9 lineup can differentiate themselves in an increasingly crowded segment remains to be seen—but expectations are high.
