Audi Q9 First Look: Large SUV Rivaling BMW X7 and Mercedes GLS

Audi has finally offered the first official glimpse of the Q9, its largest SUV yet. The model is still cloaked in camouflage, but the intent is clear: Ingolstadt is readying a direct rival to the BMW X7 and Mercedes-Benz GLS, targeting the U.S., China, and buyers who have outgrown the Q7.

The exterior follows Audi's latest corporate design language. Up front, a large grille dominates, with high-set daytime running lights and main headlights positioned in the bumper. This same design approach is expected to carry over to the next Q7 as well. Out back, the Q9 features a wide tailgate with a low loading height, and the taillights echo the split graphics of the new A6 Avant.

A notable detail: conventional door handles. In an era obsessed with flush-fitting handles, this seems almost conservative, but it simplifies operation and certification across markets. That said, the doors can still be power-operated: a gentle pull on the handle triggers the motor to fully close it. Additionally, all doors can be opened simultaneously via the key fob or app.

The Q9's cabin is a major departure from a typical family SUV. The version shown features captain's chairs in the second row, with a center console replacing the middle seat. These seats offer electric adjustment, heating, ventilation, and optional massage. For families, a key selling point is ISOFIX anchors on both the second and third rows.

The panoramic roof is equally sophisticated. The glass can be clear, semi-transparent, or fully dark, and automatically switches to opaque when parking. This eliminates the need for a conventional sunshade and helps keep the cabin cooler in direct sunlight.

Also featured is an updated 4D Bang & Olufsen sound system, extensive ambient lighting, and a return to more physical buttons in the cabin. Audi will fully unveil the Q9 in summer 2026.

For Audi, the Q9 is more than just another pricey SUV. Sales in the U.S. have been sliding, while rivals have already staked their claim in the big three-row segment. The Q9 may be arriving late, but its mission is clear: reclaim Audi's place in a market where size, second-row luxury, and status appeal are just as crucial as the badge on the grille.