Weekend Drive by Hormazd Sorabjee: Four rings, one splash
Q9: Audi's Flagship Statement
Bharatmorningnews.com – Audi has made its boldest move yet. The newly unveiled Q9 stands as the most substantial vehicle the German automaker has ever produced. This three-row luxury SUV now occupies the pinnacle of the lineup, especially after the A8 limousine's departure from the market.
Size and Positioning
Measuring 5.3 metres in length, the Q9 extends a full 25 centimetres beyond the already considerable Q7. Its width and height have also increased, marking a genuine class leap. This expansion finally provides Audi with credible competition against the Mercedes-Benz GLS and BMW X7. The exterior commands attention through imposing proportions, an enormous grille, pronounced wheel arches, and substantial traditional door handles instead of the contemporary flush variety. Indian customers can expect the Q9 to arrive during the latter half of 2027. Local production near Aurangabad will likely enable competitive pricing.
Illuminated Innovation
Lighting serves as the defining characteristic of this model. Having pioneered theatrical automotive illumination, Audi aims to reclaim its leadership position. The expansive grille features glowing vertical elements, while the iconic four rings emit their own light. Headlights possess the capability to cast warning symbols directly onto the road surface. Perhaps the most ingenious feature involves the indicators, which project directional arrows onto the tarmac during nighttime driving. Picture departing from behind a large vehicle—your car remains concealed, yet the road arrow alerts approaching traffic to your presence. Competitors will undoubtedly attempt to replicate this innovation.
Powertrain and Technology
The rear showcases curved OLED tail-lamps constructed from glass merely 0.1 millimetres thick, containing 512 individually managed segments. For the Indian market, Audi offers a single powertrain option: a 3.0-litre V6 petrol engine delivering 367 horsepower, complemented by mild-hybrid technology, an eight-speed automatic transmission, and all-wheel drive. Diesel variants remain absent. Four-wheel steering is included, though its availability for India has not been confirmed.
Interior Refinement
The cabin introduces three curved displays: a driver instrument cluster, a central touchscreen, and a passenger entertainment screen featuring dedicated privacy functionality. Navigation through the interface proves swift and intuitive. One minor frustration involves air vent controls being managed entirely through the screen rather than physical knobs. Material selection has reached new heights, incorporating premium wood, soft microfibre, nappa leather, and even wool alternatives.
All four doors operate electrically, with the driver able to close his door simply by pressing the brake pedal. Audio enthusiasts will appreciate the 22-speaker Bang & Olufsen installation, while ChatGPT integration enhances the voice assistant capabilities. Audi's largest panoramic roof to date features glass that darkens with a single button press—a feature whose effectiveness during intense Indian summers remains uncertain.
Rear Passenger Experience
Indian buyers will prioritize rear seating comfort. The six-seat configuration with captain's chairs represents the optimal choice. These seats offer power adjustment, heating, and massage functions. Power sunshades, essential for the Indian climate, are included. The third row surpasses the Q7's offering with dedicated ventilation and USB connectivity, though adult passengers must still accommodate their knees in a raised position.
A single drawback concerns the absence of a spare tyre, replaced by a puncture repair kit—an oversight worth noting for Indian road conditions.
Market Outlook
Audi positions itself to reclaim supremacy within the SUV hierarchy. With local manufacturing potentially reducing costs, the estimated price of approximately ₹1.4 crore makes the Q9 an attractive proposition. The competition has officially begun.
Hormazd Sorabjee is one of the most senior and much loved auto journalists in India, and is the editor of Autocar India.
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