Audi Q9 Flagship SUV Coming To The U.S. As Brand Admits Tech Gap

Audi has confirmed a new flagship SUV, the Q9, for the U.S. as part of a broader strategy reset. The announcement comes with a candid admission from CEO Gernot Döllner that Europe has fallen behind the U.S. and China in key technology trends, pushing the brand to rethink its lineup.

The Q9 will sit above the Q7 and is designed to meet strong American demand for large, three-row luxury SUVs. It signals Audi’s intent to compete more directly in a segment dominated by bigger, more imposing models.

Audi Q9 Targets X7 And GLS

Expected to debut in 2026, the Q9 will rival the BMW X7 and Mercedes-Benz GLS. It will ride on the Premium Platform Combustion architecture, supporting both conventional and hybrid powertrains.

Performance-focused SQ9 variants and a range-topping Horch version are also expected, giving Audi a broader appeal across luxury and performance buyers.

A2 e-tron and Rivian Plan

Alongside the Q9, Audi confirmed the return of the A2 name as an entry-level EV. The A2 e-tron will launch in 2026 on the MEB platform, focusing on efficiency and accessibility.

Looking further ahead, Audi’s partnership with Rivian will deliver a new electrical architecture by 2028, likely underpinning a high-end off-road EV as the brand works to close the growing technology gap.