Audi is changing its usual strategy for introducing new models. The flagship Q9 SUV will make its debut in the U.S. market first, ahead of its global launch. This move highlights the importance of the American market for large vehicles. The Q9 will be the largest SUV in the brand's history and will be positioned above the Q7. It will feature a three-row cabin and is primarily targeted at the American market, where demand for full-size SUVs remains strong.

The official premiere is expected in the second half of 2026, with sales starting before the end of that year. Production of the Q9 will be established in Slovakia at the Bratislava plant, which already manufactures Volkswagen Group models, including the Porsche Cayenne.

The new model will be available with gasoline engines and hybrid systems, but without a fully electric version. It will use the Premium Platform Combustion (PPC) architecture, designed for modern internal combustion engines and plug-in hybrids.

Choosing the U.S. as the first market is explained by the high demand for large SUVs. Audi aims to strengthen its position in a segment dominated by the BMW X7 and Mercedes-Benz GLS.

The global launch is planned for 2027, but success in Europe remains uncertain due to less interest in large SUVs there.