Audi spent years betting its future on electric cars. Its new flagship for America runs on a V8, with big cupholders and a ChatGPT assistant.
The German brand unveiled the Q9 this week. It is a full-size three-row luxury SUV built, in Audi’s own words, for the US market. It starts at about $89,000, with the sportier SQ9 near $119,000, CNBC reported. Both arrive later this year.
Designed for American tastes
Audi is not being subtle about the target. Product chief Filip Brabec said Audi built the Q9 for the US buyer, down to the engines and the large cupholders. SUVs are now more than 80% of the premium market. This is Audi’s pitch at the biggest, most profitable end.
The tech is the garnish. The Q9 gets a ChatGPT voice assistant and a hands-free driver-assist system. Its matrix LED headlights dim to avoid dazzling other drivers, and it even projects turn signals onto the road. Under the bonnet, though, it is resolutely combustion, on Volkswagen’s new petrol-first platform.
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That is the striking part. Audi was early to electric, launching the e-tron in 2019, but the US did not follow. Pure EVs were just 5.4% of American sales in June. Audi had poured resources into a segment that stayed small. One analyst said the effort left its petrol models “without the attention they needed to compete.”
So the Q9 is a step back toward petrol, and Audi needs it to land. US sales fell 16% last year, then another 17% in the first half of 2026. The first quarter alone dropped 30%. It is the same EV-demand slump and production pullback hitting rivals, felt harder here.
Trapped by tariffs
The deeper problem is where Audi builds its cars, which is not America. It imports its entire US line-up, leaving it more exposed to tariffs than BMW or Mercedes. Both of those run US factories. Mercedes sales dipped about 3.5% this year, while BMW’s rose almost 5%.
Audi executives are reportedly weighing US production, where local plants soften tariffs. They build nothing there yet. “A great product is positive,” RBC’s Tom Narayan said, but tariffs “will still dominate their performance.” No number of cupholders fixes a factory on the wrong continent.
The cost back home
The squeeze is brutal in Germany too. On Wednesday, about 6,000 Audi workers protested at the Neckarsulm plant, Reuters reported. Parent Volkswagen has warned the site could close after 2030. VW is pushing an overhaul that could double its job cuts to 100,000, and brands like Porsche are shedding thousands more.
The Q9 is Audi’s home-run swing. It is a lavish petrol SUV meant to win back America, as its EV dream cools and home plants tremble. The reviews may be kind. The maths of building in Europe and selling into a tariff-walled US is the harder thing to fix.
