The big end of town

It is the brand’s largest luxury SUV yet, so fittingly, it carries the model designation Q9 to indicate a shift at the top end of the SUV ranks. It combines a bold new design and impressive road presence along with the state-of-the-art in vehicle systems, connectivity and passenger comfort, while furthering elements like driver assistance and safety systems in what will become the brand’s new flagship model.

“In the future, ‘Vorsprung durch Technik’ will increasingly be defined by the in-car experience – because cars are much more than just a means of transportation,” says Audi CEO Gernot Döllner.

“For many of our customers, they are becoming mobile living spaces … [and] That is exactly what the Audi Q91 represents as the new flagship of our portfolio. Premium materials, individual electric seats in the second row, and automatic doors underscore our commitment to quality in the interior. When combined with the latest driver assist systems and a holistic user experience, it becomes clear where we are taking the Audi brand.”

The Q9’s long wheelbase and generous proportions allow for the spacious interior with its flexible seating options, while larger rear doors add to the ease of entry and exit for passengers. It measures a grand 5.31 metres in length, 1.81 metres tall and sports a wheelbase of 3.14 metres making it the largest Audi of all time.

Externally, its new treatment of the Singleframe grille, advanced lighting solutions – including a world first in the curved digital OLED rear lights – make a strong statement. While up front the Digital Matrix LED headlights with a micro-LED module next level lighting with outstanding range, precise illumination and high contrast as well as the expanded light guidance functions which add to the safety aspect on the road.

Multiple features reveal themselves on closer inspection, like the ground projection at the side of the Q9 that welcomes passengers as they approach with an unrolling carpet of light.

The Q9 rides on large alloy wheels in keeping with its impressive dimension, these measure from 20 to 23 inches in a variety of designs and finishes depending on the trim level of the vehicle, and all 22- and 23-inch tyre options come standard with acoustic foam inserts designed to reduce tyre noise – again in keeping with the Q9’s luxurious pedigree. Even seemingly minor details like the valve stems and wheel weights are colour-matched to the respective rim design. It’s the little things that make up the whole after all.

The vast interior is something very special indeed. In fact there are two interior variants with distinct equipment packages designed to offer customers plenty of options for personalisation. Seating for seven people is standard or can be configured for six  to allow additional space and what can best be described as a ‘business class’ interior atmosphere. All six seats are partially power-adjustable with an optional heating function and in the first row, the sports seat plus also adds ventilation and massage functions, while in the third row each seatback folds down individually at the push of a button.

The Q9 also features the largest-ever panoramic sunroof installed in an Audi as standard equipment and features a glass surface of more than 1.5 square metres that can be opened wide or tilted. Optional features include switchable transparency and, for the first time, illumination of the glass roof whose colour adapts to the personalised ambient lighting. And of course interior lighting is another highlight of the new Q9 with all doors optionally illuminated across their full surface and ambient lighting illuminating all doors as standard.

Up front, the indirect lighting beneath the Audi MMI panoramic display and in the centre console creates a subtle floating effect  and a continuous LED light strip spans the full width of the interior and supports interaction between occupants and the vehicle. Again, little touches abound, like the light signature in the headrest of the sports seat plus, which serves as a unique identifying feature visible even from outside the vehicle.

Absolute luxury and comfort are the name of the game, with the likes of the updated Bang & Olufsen premium sound system with 4D sound utilising the dynamic interaction light (IAL) for its ‘experiences’ feature, syncing with the rhythm of the music to create an immersive experience in the cabin. The system also builds on the previous 3D sound system with headrest speakers and adds innovative seat actuators in the front seats. Those headrest speakers also enable personal phone calls, navigation prompts and surround sound without acoustic distractions for other passengers. And in addition, integrated sound design with noise-canceling technology in the headrest provides for a quiet, comfortable atmosphere as and when required.

The Q9’s cabin overall contains no less than 22 speakers, including tweeters and mid-range speakers with 3D sound, subwoofers, an optimised centre speaker, and four headrest speakers – two each for the driver and front passenger – outputting a total of 1360 watts. But quite aside from the sheer output, it is the versatility of the systems that truly impresses and utilises the expansive Q9 interior to best effect, delivering an authentic concert-hall atmosphere. The integration of Fraunhofer Symphoria® enables adaptive sound distribution and the seat actuators generate finely tuned vibrations that sync with the music and intensify the bass sensation – the experience is like being at a live concert. Users can flexibly adjust the degree of immersion via individually configurable sliders or preset sound profiles, or turn it off entirely.

Equipment throughout the Q9 is no less impressive, with each element carefully considered to deliver the very best user experience possible. From the high-quality fabric and wood trim, new decorative accents and coordinated colours to the multitude of wireless charging areas, clever storage solutions throughout the cabin and in the luggage compartment, the Q9 shows a new approach to in-car comfort and passenger-centric design.

There is the MMI panoramic display – with a curved design and OLED technology – made up of the 12.3-inch Audi virtual cockpit and the 14.5-inch MMI touch display. The front passenger also gets a 12.3-inch display with distraction-free dynamic privacy mode – all as standard. The infotainment system uses Android Automotive OS as its operating system and apps are available via the Audi Application Store for third-party apps, which is directly integrated into the MMI and does not require a smartphone. The interior also features improved and more intuitive touch controls, while the voice control has also been significantly enhanced. Then there is the Audi assistant which is the brand’s self-learning voice assistant which can be used to control numerous on-board functions. Customers can also use ChatGPT to look up information and interact with the car while driving. The Audi assistant automatically recognises whether to execute a vehicle function, search for a destination, or provide a weather forecast.

Providing the thrust, at launch, the Q9 will be powered by a 3.0-litre V6 TDI powerplant developing 220kW and 630Nm of torque and a 180kW version developing 500Nm of torque. Both feature a MHEV plus system made up of a powertrain generator refined for the Q9, as well as a belt alternator starter and a lithium iron phosphate battery.

This is responsible for providing up to 18kW of power when starting off and for overtaking, as well as reducing fuel consumption and emissions.

The V6 TDI also features an electric-powered compressor which complements the MHEV plus system and two-stage turbocharging. As required, the electric-powered compressor builds up boost pressure of up to 3.6 bar in just 1.2 seconds, ensuring a dynamic response, and, by providing more torque even at low engine speeds, the use of the electric-powered compressor further contributes to the reduced fuel consumption.

Both power plants are mated to an eight-speed tiptronic transmission and feed power down to all four wheels via quattro all-wheel drive.

Of course the Q9 will also feature an extensive list of cutting-edge safety and driver assistance systems commensurate with its standing at the very peak of the brand’s luxury SUV offering, complimenting what is an impressive vehicle in every respect.

Big, bold and brimming with the latest technology, the Audi Q9 ushers in a new era of automotive luxury. Initial deliveries in Europe are slated to begin towards the end of this year, with an Australian release date and specification still to be confirmed at time of writing.