- Will sit above the Q7 in brand’s lineup
- India debut likely in 2027
The imminent arrival of the Audi Q9 might give the German marque its flagship luxury SUV which can stand out from other brands such as Land Rover and Mercedes-Benz’s GLS, which have been stealing the show all these years.
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For quite some time, the luxury segment was all about luxurious sedans such as the Audi A8, Mercedes-Benz S-Class, and BMW’s 7-series, but things have changed. Buyers are more inclined towards large luxury SUVs now, especially those belonging to India’s ultra-rich.
This is because the buyers of today are looking for presence in addition to luxurious features. Nothing beats the presence of a big SUV compared to a regular limousine. Heightened seats, massive sizes, aggressive looks, along with practicality – everything adds up to create a versatile car for Indian conditions with a dash of class.
The popularity of SUVs such as the Toyota Land Cruiser, BMW X7, or the Range Rover is testament to this change in the market scenario.
That has precisely been the gap that Audi failed to exploit. Although the Audi Q7 has been doing reasonably well, it never offered exclusiveness or visual appeal of an ultra-luxurious SUV. The Audi model line always had a certain sense of elegance about it; however, in countries such as India, elegance did not quite cut it.
That could all change with the new Q9. As expected, the new Q9 SUV from Audi would be slotted above the Q7 and would definitely have a heavy emphasis on rear seat luxury, grandiose proportions, cutting-edge technology, and a strong road presence. Preliminary reports and sketches are showing an extremely luxurious and lounge-inspired vehicle than any other Audi.
More interestingly, however, the new Q9 could also emerge as Audi India’s first halo vehicle. Again, not because the Q9 would be produced in large numbers in India; the purpose of a halo car, remember, is to project a brand image rather than volumes. The Range Rover successfully accomplishes that role for JLR, while the Mercedes GLS accomplishes a similar feat for Mercedes.
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In a sense, it might even make Audi relevant in India once more, just like the Q7 made the German luxury automaker famous a couple of decades ago. Back then, the Q7 was the go-to luxury SUV for Bollywood celebrities, business tycoons, and cricket legends. It put Audi back on the map of India.
But eventually, that space was overtaken by the Range Rover and the Mercedes GLS. Now, the Q9 could change that.
