Audi unveils flagship Q9 to challenge GLS and X7

Audi has entered the full‑size luxury SUV market with the Q9, its flagship model that aims to take on the Mercedes‑Benz GLS and BMW X7. The Q9 boasts imposing dimensions and a spacious, high‑end cabin. It features advanced lighting technology and is driven by a V6 engine. Audi took the Q9 for a test drive in Utah, USA, ahead of its expected launch in India in 2027. The company hopes the new SUV will regain its popularity among Bollywood’s favourite premium SUVs.

Context

The full‑size luxury SUV segment is crowded with established models from German brands, making competition fierce. Indian consumers and film stars often prefer large, well‑appointed SUVs, so Audi’s entry targets that demand. Launching in 2027 gives the brand time to build awareness before the segment grows further in India.