There’s a new king-sized SUV on the way from Audi and, if first impressions are anything to go by, the upcoming Q9 isn’t just about being bigger, it’s about changing what luxury inside a vehicle actually feels like.
Ahead of its official global reveal in July, Audi has given us an early peek inside the all-new Q9, its first-ever full-size SUV. And while most brands usually lead with horsepower figures and acceleration times, Audi Q9 is all about the experience once you climb aboard – that is, once the car opens the doors for you. Yes, really.
For the first time ever in an Audi, all four doors can operate electrically. Hit a button, use the key, the app, or even interact via the seatbelt and brake pedal, and the doors swing open automatically. It sounds like something straight out of a futuristic concept car, but Audi says it’s designed to make everyday life easier, especially when your hands are full of shopping bags, sports gear or kids.
And in true premium-SUV fashion, the system is smart enough to stop the doors opening into walls, poles, or unsuspecting cyclists in tight parking spaces. That tech-heavy attention to detail pretty much sums up the entire Q9 experience.
According to Audi CEO Gernot Döllner, the Q9 redefines the brand’s famous “Vorsprung durch Technik” philosophy by focusing less on outright performance and more on what he calls the “in-car experience.” Translation? Audi wants this thing to feel more like a luxury lounge than simply a machine that gets you from A to B. And judging by the spec sheet, they may well have pulled it off.
Big SUV, Bigger Space
The Q9 will sit at the very top of Audi’s SUV range and it’s designed to cater for just about every kind of premium-buyer lifestyle. Customers will be able to choose between six-seat and seven-seat configurations, with the six-seater sounding particularly plush. Instead of a traditional bench seat in the middle row, you get two individual captain’s chairs with electric adjustment, ventilation and what Audi describes as “business class” comfort. It’s the sort of thing usually reserved for airline cabins and ultra-luxury limousines.
If practicality is more your thing, the seven-seat version allows child seats to fit across all three middle-row seats, while the third row folds flat electronically for easier cargo flexibility. And speaking of cargo, Audi has clearly spent time thinking about how people actually use giant SUVs. There’s a new aluminium rail system in the boot that allows luggage and gear to be secured with sliding hooks and adjustable anchors, while the floor remains free for larger items. Even the roof rails come with a complimentary roof rack included.
The Roof Might Steal the Show
One of the standout features inside the Q9 is the enormous panoramic glass roof, which spans around 1.5 square metres. But this isn’t just a giant sunroof.
The glass uses switchable transparency tech, allowing sections of the roof to turn opaque at the touch of a button. There are nine separate segments that can each be individually controlled, meaning passengers can customise how much sunlight they want overhead.
No physical blind needed either. The glass itself blocks over 99 percent of UV radiation and reflects infrared heat, while the roof automatically frosts itself over when the vehicle is parked so prying eyes can’t peek inside.
Top-spec models add another party trick, integrated LED lighting built into the roof itself. Eighty-four LEDs illuminate the glass in one of 30 selectable colours, matching the ambient lighting throughout the cabin.
Audi Wants You to Feel the Music
Naturally, Audi has also gone big on sound. The updated Bang & Olufsen audio system features 4D sound technology, which not only surrounds occupants with music but actually lets them physically feel it through actuators built into the front seats. Think of it as ‘bass you experience with your spine’.
The lighting system also reacts to the music, syncing colours and animations with the rhythm of the track and even the album artwork. It’s the kind of immersive tech normally associated with high-end gaming setups, except this one comes wrapped in leather and alpaca wool. Yes, alpaca wool.
Audi says the Q9 introduces a broader range of sustainable and premium interior materials, including Dinamica microfibre, fine Nappa leather, matte wood finishes and woven fabrics. Importantly, Audi has also reduced the amount of fingerprint-loving gloss black trim, replacing it with textured and matte surfaces that should age far better in the real world.
A New Luxury Benchmark?
Audi New Zealand General Manager Greg Leet says the Q9 is aimed squarely at buyers wanting maximum space, technology and flexibility without compromising on premium appeal. And that feels about right.
The full-size luxury SUV segment is booming globally, and the Q9 looks set to target everything from the BMW X7 to the Mercedes-Benz GLS and even the upper reaches of the Range Rover market. But Audi seems determined to carve out its own niche by making the cabin itself the headline act.
We’ll get the full details (including powertrains, performance figures and pricing) when the Q9 officially debuts on July 29. So stay tuned.
