Audi’s biggest, newest SUV — the all-new Q9 — is supposed to be the brand’s first foray into the premium full-size SUV market. Having seen it up close at the grand unveiling in New York, however, we think Audi may have exceeded expectations and truly outdone itself this time.
Audi says the development of the Q9 focused on elevating everyday life for drivers. And by drivers, Audi is mainly referring to drivers in the U.S. and Canada in particular; the SUV was made with our big highways, long distances, and icy winters in mind. The combination of comfort, performance and technology — as well as the choice of six or seven seats — will appeal to drivers stuck in the commuting cycle, ferrying family to sporting events or cottage weekends, or any event requiring ample, elegant transportation.
It’s hardly an accident we’re here in New York, overlooking the Manhattan skyline, for the reveal of Audi’s assault on the luxury SUV segment. Eighty per cent of all full-size luxury SUVs are sold in the U.S., and Audi expects that 65 per cent of all Q9s and SQ9s manufactured will find homes in American driveways.
Marco Schubert, the board member for sales and marketing at Audi, confirmed that development of the Q9 was done with input from the Audi of America team. He expects strong sales of the Q9 in other SUV-hungry markets as well, including China, Germany, Korea, the Middle East and right here in Canada.
Exactly How Big Is the Audi Q9?
In case it wasn’t obvious from the photos, the Q9 is the largest vehicle Audi has ever produced. (Yes, even bigger than all those flagship A8 sedans we loved so much.) As you’d expect, the Q9 is also taller, longer and wider than the Q7, which it now replaces as the pinnacle of Audi’s SUV lineup.
Crucially, the Q9’s wheelbase is longer than those of its main competitors, the Mercedes-Benz GLS and BMW X7. The additional 25 cm in length over the Q7 may seem modest on paper, but designers have recalibrated traditional Audi design to highlight the heft of this full-size SUV. Longer overhangs beyond each wheel give the Q9 a larger appearance. A large upright grille and expansive lighting create an imposing visual.
It Has Automatic Doors and Hands-Free Driving?
Yes, yes it does. Being a new flagship from Audi means the Q9 is bound to have some impressive new tech, and it does not disappoint.
While we were only treated to a static presentation of the Q9, Audi has promised its big SUV will be available with Audi’s first hands-free driver-assist system. (If you want to get technical, it’s an SAE Level 2+ system, which means the driver is still responsible for, well, driving, just as with any other car available for purchase today.) The driver must watch the road, but the system will operate at speeds of up to 130 km/h on certain highways in the U.S. and Canada.
Automatic power-assisted doors might seem like just a neat party trick, but they’re useful in a big three-row beast like this. They made access to all rows in the Q9 easier since they can be opened and closed remotely — either with the key fob or by interacting with the door handle. Parents with kids in the back seats might never want to go back to old-fashioned doors after trying this.
What Is the Q9’s Cabin Like?
It’s luxurious, but not in a fussy way. In the cabin, occupants are treated to a lounge-like experience. Stitched leather seating coddles passengers while Audi’s largest panoramic glass sunroof overhead accentuates the sense of spaciousness. Another technological innovation is the introduction of mood lighting into the glass panels. Personalization is key with the ability to darken separate panels of the glass roof to let in as much or as little sunlight as you see fit.
The extra wheelbase and overall length of the Q9 is apparent with spacious seating in the 2nd and 3rd rows. Getting into the back row has been made easier with a wide pass-through, and if extra room is needed the 2nd row armrests are detachable.
Buyers have a choice. Seven seats if people-moving is top priority; if not, there’s a more indulgent configuration with six seats that includes 2nd row captain’s chairs.
What Engines Do the Q9 and SQ9 Have?
Canadian Audi Q9 models will come equipped with the brand’s 2.9-litre turbocharged V6, rated at 429 hp. The sportier SQ9 gets the 591 hp twin-turbo V8 engine, which delivers 590 lb-ft of torque. The 0 to 100 km/h time is a healthy 4.0 seconds flat.
Both engines are linked to Audi’s quattro all-wheel-drive system (natch) through an eight-speed Tiptronic automatic transmission. Interestingly, the brand is promising a rear-biased quattro system with a rear locking differential. That, in combination with the SQ9’s wider rubber on the rear wheels, rear-wheel steering and air suspension, should make for better handling and performance than you might expect from a giant SUV.
Oh, and it can tow up to 3,500 kg, in case you ever need to haul a trailer full of motorcycles, or a nice boat.
What About the Clever Lights?
As pioneers in vehicle lighting, the flagship SUV from Audi brings to market the latest in OLED lighting with all-new curved rear digital OLED lights. The curved panel is an industry first and produces a near 3D effect for onlookers. Another innovation is ground-projected lighting, which can project the turn signal direction onto the pavement alongside the vehicle. Digital Matrix headlights will be included on Canadian-spec vehicles.
Is This a New Chapter for Audi?
It’s an upward extension of the brand, into uncharted territory. The large SUV will appeal to more affluent buyers and the combination of increased room, expanded safety features, and enhanced luxury, plus a surplus of power, performance and handling. The Q9 appears set to fill a void between traditional luxury brand offerings and the ultra-luxury market inhabited by Rolls-Royce, Maybach and fellow VW Group brand Bentley. It’s all part of a bigger strategy that’s slowly being revealed for a re-focusing of the Audi brand. If you need more proof, just look at the spectacular Audi Nuvolari, a shocking new $1 million supercar.
