This Is The SUV That Audi Dealers Believe American Soccer Moms Truly Desire | Carscoops

      Audi’s flagship SUV is on the verge of release, and U.S. dealers believe it could address a gap that buyers have identified for years.

      The Audi Q9 will be larger than the Q7, providing more space in the third row. American dealers describe it as the family SUV that Audi has consistently needed. The platform is designed to accommodate gasoline engines, mild hybrids, plug-in hybrids, and range extenders.

      The Audi Q9 has been a long time in the making, but it seems ready to move towards production. As Audi’s largest SUV to date, it is set to compete with the Mercedes-Benz GLS and BMW X7, and early indications suggest it might become a highly awaited addition to U.S. dealerships. For Audi dealers, this model could be worth the wait.

      Up to now, the Q9 has only been observed in camouflage during testing, but Audi has started to present the model to dealerships behind closed doors. Tom McCollum, CEO of Forbes Todd Automotive Group and current chairman of the Audi National Dealer Council, is among those who have seen it.

      In an interview with Auto News, McCollum revealed that the new Q9 will be available in a six-seat configuration featuring captain’s chairs. It will also be considerably larger than the current Q7, providing more legroom in the third row, allowing Audi to attract buyers who might otherwise opt for larger SUVs like the Chevrolet Tahoe or Suburban.

      “It’s a three-row vehicle with six captain’s chairs and plenty of luggage space,” he stated. “It’s the soccer mom vehicle we’ve been unable to provide. The Q9 will solve that issue for us. Every Audi dealer will agree: it can’t arrive soon enough.”

      While it’s uncertain if the typical “soccer mom” is eagerly awaiting a Q9, especially one that will likely carry a higher price tag than the Q7, which starts at $62,000, it’s evident that Audi and its dealers face considerable challenges if they hope to improve sales in the U.S. The brand experienced a troubling 16 percent decline in sales in 2025, dropping to just 164,942 units.

      Room for Growth

      In addition to extra third-row space, the Q9 will also include a walk-through second row and offer greater overall cargo capacity than the Q7. McCollum mentioned the six-seat version with captain’s chairs, but it’s likely that a traditional seven-seat configuration will also be available.

      Audi’s new flagship SUV will be built on the Premium Platform Combustion (PPC) architecture. While details on the available powertrains are yet to be disclosed, the platform is compatible with internal combustion engines, mild hybrids, plug-in hybrids, and range extenders.

      Given Audi's usual rollout strategy, it is reasonable to expect a variety of standard trims, possibly including S and RS performance variants in the future. Additionally, a high-end version with the Horch badge is currently under development, targeting the Mercedes-Maybach GLS. This strategy would reflect what is already offered in Audi's existing SUV lineups, especially if the Q9 is to serve as a new flagship.

      Spy photographs of the development prototypes indicate that the Q9 will adopt Audi’s latest design language. It seems to replace the more traditional, bulky proportions of the older Q7 with a sleeker silhouette akin to the Q5, which could help balance the Q9’s increased size with a more elegant appearance.