Audi continues U.S. product push with three-row Q9 SUV - CNBC

What the report says

CNBC reported that Audi unveiled a new three-row, full-size luxury SUV, the Q9, in New York on Tuesday as part of a broader effort to regain momentum in the U.S. market. The Q9 will start at $89,095, while a higher-performance SQ9 variant will begin at $119,395. Together, CNBC said, the models will serve as Audi’s flagship U.S. offering alongside two other SUVs introduced this year: the compact Q3 and midsize Q7.

Audi of America product executive Filip Brabec told CNBC the Q9 was developed with U.S. buyers in mind, including larger dimensions, six- and eight-cylinder engines, and interior features such as large cupholders. The Q9 has a 2.9-liter V6 rated by Audi at 429 horsepower, while the SQ9 uses a 4.0-liter V8 with 591 horsepower. CNBC also highlighted technology features including adaptive LED headlights, a ChatGPT-powered voice assistant, a hands-free driver-assistance function and Audi’s largest vehicle moonroof.

The launch comes as Audi’s U.S. sales have weakened. CNBC cited company data showing sales fell 16% in 2025 and were down 17% through the first half of 2026, including a 30% first-quarter decline. Audi has pointed to tariffs and the end of federal electric vehicle incentives, while analysts cited by CNBC said the brand is also exposed because it imports all vehicles sold in the U.S.

The new SUV matters because large premium SUVs are profitable and central to U.S. luxury demand. Analysts told CNBC the Q9 could help Audi compete more directly with models such as the Mercedes-Benz GLS and BMW X7, though tariffs and manufacturing disadvantages remain major challenges.