Audi Q9 flagship SUV launches as brand's largest model with curved OLED lights and automatic doors
Audi has unveiled the Q9, its first full-size SUV and new flagship, featuring a world-first curved digital OLED tail lights, automatic doors, and a starting price of €108,400.
- 5.31 m
- 3.14 m
- 220 kW (299 PS)
- €108,400
What Happened
Audi has introduced the Q9, its largest SUV ever and the first model to wear the number 9 badge. The full-size SUV measures 5.31 meters long and offers three rows of seats for up to seven passengers. Key innovations include curved digital OLED rear lights—a world first—automatic doors with obstacle detection, and the largest panoramic sunroof ever fitted to an Audi. The interior features premium materials such as alpaca wool and Nappa leather, and a Bang & Olufsen 4D sound system with seat actuators. The Q9 is powered by a three-liter V6 diesel engine with 220 kW (299 PS) and MHEV plus mild-hybrid technology, paired with an eight-speed tiptronic and quattro all-wheel drive.
“The Audi Q9 is the new flagship of the Audi portfolio. With our first large full-size SUV, we are elevating our brand’s premium positioning.”
€108,400for Q9 TDI 220 kW
Available to order from end of July 2026
- 7 seats with 35/30/35 split in second row
- 6 seats with individual electric seats in second row
- Curved digital OLED rear lights (world first)
- Automatic doors with obstacle detection and soft-close
- Panoramic sunroof with 1.5 m² glass surface and switchable transparency
- Adaptive driving assistant plus with hands-free driving
- Digital Matrix LED headlights with micro-LED module
- Projected lane change assist and exit warning
Ordering opens in Germany
Deliveries begin
Previously from Audi
Audi Group reported stable operating profit of €1.1 billion in the first half of 2026, a result achieved despite a 7% delivery decline caused by US tariffs and intense competition in China. The launch of the Q9 flagship SUV represents a strategic move to strengthen the brand's premium positioning in the face of these headwinds.
- Audi Group reports stable operating profit of €1.1B in H1 2026 despite tariffs and China competition
Background drawn from MotorClaw's earlier coverage of Audi's official releases.
Why this matters
The Q9 marks Audi's entry into the full-size SUV segment, targeting buyers seeking premium space and comfort. Its advanced lighting and driver assistance systems set new benchmarks, while the launch comes as Audi navigates tariff and competition pressures. The vehicle is available in both seven- and six-seat configurations, appealing to families and business passengers.
Terms in This Story
- OLED
- Organic Light-Emitting Diode, a display technology that produces light without a backlight, allowing thin and flexible panels.
- MHEV
- Mild Hybrid Electric Vehicle, a system that uses a small electric motor to assist the engine and recover energy, improving fuel efficiency.
- quattro
- Audi's all-wheel-drive system, providing traction on various road surfaces.
Summarised from the linked release; details can be imperfect — always verify against the original source.