Audi Q9 Revealed: The New Flagship That Finally Takes On The X7 And GLS
Audi has revealed the Q9, its largest and most luxurious SUV ever, positioned above the Q7 and Q8 as the brand's new flagship. At 5.31 metres long, it directly targets the BMW X7, Mercedes-Benz GLS and Range Rover, and it replaces the A8 sedan as the face of the four-ring badge.
What was announced
The Q9 sits above the Q7 and Q8 and becomes Audi's largest production SUV ever. It measures 5.31 metres in length with a 3.14-metre wheelbase, giving it the footprint to genuinely rival the BMW X7, Mercedes-Benz GLS and Range Rover. Audi has also confirmed the Q9, and not the A8 sedan, is now the brand's global flagship, a significant shift in how the four-ring line-up is structured.
Audi has finally accepted what X7 and GLS buyers decided a decade ago: in this segment, the three-row SUV is the flagship, not the sedan.
Exterior design leans on a bold upright grille, clean surfacing and a heavy road presence. Buyers get two trim personalities: the softer Advanced and the sharper S Line. Wheel sizes run from 20 to 23 inches, the largest ever offered on an Audi SUV. Both trims share the same silhouette but differ in bumper treatment, badging and wheel design.
Inside, the Q9 is a seven-seater by default, with an optional six-seat layout that swaps the middle bench for captain seats in the second row. Every seat is electrically adjustable and the front Sport seats add further support and adjustment. Audi is pitching the cabin as business-class in feel, backed by features it says are firsts for the brand. India timing, powertrain choice and pricing have not yet been confirmed by Audi India.
The Car Jury verdict
The Q9 matters because Audi has finally admitted what buyers in this segment already told BMW and Mercedes years ago: the three-row luxury SUV, not the sedan, is the flagship. The X7 and GLS have owned this space in India for a decade while Audi kept pushing the ageing Q7. A proper 5.3-metre Audi with captain seats and 23-inch wheels is overdue, not early.
Gagan Choudhary captures the pull of an Audi badge well: he notes that arriving anywhere in an Audi means "they assumed a civilised and sensible person had arrived," without a word being said. That perception premium is exactly what the Q9 is built to sell. If Audi India prices it sensibly against the X7 and prioritises a quick launch, it will work. Until then, our Q7 remains a BUY and the BMW ecosystem stays the safer flagship bet.
