Audi‘s new Q9 flagship SUV has been revealed, showcasing a sumptuously appointed interior that promises an unprecedented level of luxury for the brand. However, despite expectations, the German manufacturer has ruled out an ultra-high-end Horch-badged version, leaving the ultra-exclusive luxury SUV segment largely open to rivals.
Audi Q9: The pinnacle of luxury from the Four Rings
Audi’s new SUV flagship, the Q9, has lifted the veil on its cabin, and it’s safe to say the German manufacturer has pulled out all the stops. Designed to be the pinnacle of luxury and comfort at Audi, this imposing vehicle promises an on-board experience befitting the grandest of limousines, with premium materials, cutting-edge technology, and generous space.
An interior ambiance worthy of a rolling palace
From the first glance, the Q9’s cabin impresses with its refinement. Audi has opted for a sliding panoramic roof, the largest ever fitted to a model from the brand, bathing the interior in natural light. For the sound experience, a 22-speaker Bang & Olufsen system promises first-class acoustic immersion. Technology is not overlooked, with digital climate controls integrated into the touchscreen and materials ranging from fine leather to leather and faux-leather combinations, enhanced by subtly integrated carbon fibre inserts.
Technology and comfort fit for the very best
The Q9 pushes the concept of comfort and technology even further. Electrically closing doors add a touch of prestige, even allowing the driver’s door to be closed via the brake pedal – a detail that highlights the meticulous attention paid to the finer points. The centre console incorporates a MagSafe-style wireless charger, simplifying life on board. While a standard rear bench seat will offer space for three passengers, Audi will also offer more exclusive captain’s chairs, reinforcing the vehicle’s luxurious character.
No Horch version to challenge Maybach
Despite this display of luxury, Audi boss Gernot Dollner has dashed hopes of an even more exclusive Horch-badged version designed to directly compete with the Mercedes-Maybach GLS. In a clear statement, he has put an end to speculation: no Horch version of the Q9 is planned. This strategic decision therefore leaves the ultra-luxury SUV segment, where comfort and exclusivity reign supreme, largely dominated by rival offerings.
Audi’s positioning: accessible luxury
By foregoing a Horch derivative, Audi appears keen to maintain a broader positioning for its Q9. The aim is to offer a luxurious and technologically advanced SUV, but without reaching the lofty price points and exclusivity of a brand like Maybach. The Q9 is thus intended to be the flagship of the Audi range, offering a premium experience without alienating a wider customer base attracted by luxury and technology, without necessarily seeking hyper-exclusivity.
Key takeaways for the new Audi SUV
- Assertive interior luxury: Premium materials, large panoramic roof, high-end audio system.
- On-board technology: Electric doors, wireless charger, intuitive controls.
- Customisable comfort: Choice between bench seat and captain’s chairs.
- Clear positioning: A luxurious SUV, but not in the ultra-exclusive Maybach mould.
- No Horch version: Audi opts against directly challenging the most upmarket rivals.
