NEW SQ9 is the BIGGEST Audi EVER!
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Date: 2026-10-28
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Comments and reviews: 20
poosnip
After years of owning and maintaining Audis, I’m increasingly left with the feeling that they’re dressed-up Volkswagens, without enough substance behind the premium image. The styling, branding and marketing promise something special, but the materials, durability and ownership experience haven’t consistently justified that promise for me. and this became particularly clear while helping my mum find a replacement for her 2011 E350 CDI. She’s had four E350 CDIs since 2007a W211 and three W212sand they’ve been remarkably reliable. I’ve owned three Audis over the same period, including A6s and Allroads, and I also had a Mercedes GLA for a time. The ownership experience is different lemme tell you!
Mum now needs something shorter, so we visited Mercedes to look at used GLAs, GLBs and GLCs, then Audi to try the Q3 and Q5. Ironically, I’d been encouraging her towards Audi: I do all the mechanical work myself, and parts are plentiful and generally considerably cheaper than Mercedes equivalents.
As I interacted with the cars, the difference in perceived quality was stark. The 20182023 Mercedes models felt more substantial and more thoughtfully finished where you actually touch them. Handles and edges felt rounded and comfortable. The Audis felt harder, with some handles having an almost sharp, brittle, plasticky feel. A 2017 Q5 was particularly disappointing; a 2022 example felt only slightly better.
I’ve noticed the same thing across A6 generations. In some respects, my C6 feels better built than my C7. Sitting in a C9 recently didn’t give me the sense of quality I expected (more fingerprinted screens yes, and even the door handles in a C8 RS6 disappointed me. At that price and positioning, you shouldn’t have to talk yourself into believing something feels premium.
Nor is this purely a showroom impression. I’ve experienced Audi suspension that seems fragile and develops persistent knocks, while the Mercedes examples we’ve owned have reached around 80, 000 miles before even starting to knock. My experience with the supercharged 3. 0 TFSI, turbocharged 3. 0 TFSI and 3. 0 BiTDI has included plenty of problems too.
There have been exceptions. My previous Audi 2. 7-litre TDI Quattro had 80, 000 miles when I bought it, and I added another 115, 000 over 13 years. The engine was brilliantly reliable, with no noticeable oil consumption until towards the very end. But the electrics were temperamental, with parking sensors constantly playing up and ignition-key issues.
And don’t get me started on rear wipers. I’ve had two fail, and now I seem to notice stranded rear wipers mid sweep on older Audis everywhere. Show me a ten-year-old one with its rear wiper still working and I might have to eat my hat!
The sealed for life approach to some Tiptronic gearboxes was another frustration. As someone maintaining an ageing car, I’ve never been comfortable with the idea of lifetime fluid.
Strangely, even the dealership interactions reinforced the contrast. Everyone was polite, but the Mercedes staff felt warmer and more approachable, while the Audi experience felt harder and more impersonal. That doesn’t prove anything about engineering quality, but it helped anchor the impression we were already getting from the cars.
I accept that my view may be coloured by previous dealings with Audi dealerships, where things promised weren’t always done. I eventually stopped using them for maintenance and now rarely visit except to check prices or buy parts.
But the telling moment came on the way home. Mum started describing exactly the differences I’d been noticing. We had independently reached the same conclusion during the same visitseven though I’d gone there arguing in Audi’s favour.
For me, that brought the issue into focus: Audi’s premium identity feels increasingly like something created by the designers and VW Group’s marketing department, rather than something consistently delivered by the product. Shared components don’t bother me. Paying a premium without getting a convincingly better ownership experience does.
I still see the practical benefits of owning an Audi, particularly when maintaining it myself. But cheaper parts aren’t the same thing as premium quality. On these visits, Mercedes gave both of us a tangible sense of where the extra quality was. Audi largely gave us the image of it.
I suspect Mum has understood that distinction for a while. She simply wants a good car without the hassle; I’m the one weighing up parts prices and how easily I can fix things. I was glad she ruled out porsche on the outset
We’re looking at Lexus, Volvo and Genesis next. I’m not yet convinced any will beat the Mercedes for quality, but we’ll see. I particularly like the look of the Lexus NXmuch nicer to my eyes than the GLB, although the GLB ticked two important boxes for Mum: ease of entry and rear visibility. Ultimately, it’s her car.
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After years of owning and maintaining Audis, I’m increasingly left with the feeling that they’re dressed-up Volkswagens, without enough substance behind the premium image. The styling, branding and marketing promise something special, but the materials, durability and ownership experience haven’t consistently justified that promise for me. and this became particularly clear while helping my mum find a replacement for her 2011 E350 CDI. She’s had four E350 CDIs since 2007a W211 and three W212sand they’ve been remarkably reliable. I’ve owned three Audis over the same period, including A6s and Allroads, and I also had a Mercedes GLA for a time. The ownership experience is different lemme tell you!
Mum now needs something shorter, so we visited Mercedes to look at used GLAs, GLBs and GLCs, then Audi to try the Q3 and Q5. Ironically, I’d been encouraging her towards Audi: I do all the mechanical work myself, and parts are plentiful and generally considerably cheaper than Mercedes equivalents.
As I interacted with the cars, the difference in perceived quality was stark. The 20182023 Mercedes models felt more substantial and more thoughtfully finished where you actually touch them. Handles and edges felt rounded and comfortable. The Audis felt harder, with some handles having an almost sharp, brittle, plasticky feel. A 2017 Q5 was particularly disappointing; a 2022 example felt only slightly better.
I’ve noticed the same thing across A6 generations. In some respects, my C6 feels better built than my C7. Sitting in a C9 recently didn’t give me the sense of quality I expected (more fingerprinted screens yes, and even the door handles in a C8 RS6 disappointed me. At that price and positioning, you shouldn’t have to talk yourself into believing something feels premium.
Nor is this purely a showroom impression. I’ve experienced Audi suspension that seems fragile and develops persistent knocks, while the Mercedes examples we’ve owned have reached around 80, 000 miles before even starting to knock. My experience with the supercharged 3. 0 TFSI, turbocharged 3. 0 TFSI and 3. 0 BiTDI has included plenty of problems too.
There have been exceptions. My previous Audi 2. 7-litre TDI Quattro had 80, 000 miles when I bought it, and I added another 115, 000 over 13 years. The engine was brilliantly reliable, with no noticeable oil consumption until towards the very end. But the electrics were temperamental, with parking sensors constantly playing up and ignition-key issues.
And don’t get me started on rear wipers. I’ve had two fail, and now I seem to notice stranded rear wipers mid sweep on older Audis everywhere. Show me a ten-year-old one with its rear wiper still working and I might have to eat my hat!
The sealed for life approach to some Tiptronic gearboxes was another frustration. As someone maintaining an ageing car, I’ve never been comfortable with the idea of lifetime fluid.
Strangely, even the dealership interactions reinforced the contrast. Everyone was polite, but the Mercedes staff felt warmer and more approachable, while the Audi experience felt harder and more impersonal. That doesn’t prove anything about engineering quality, but it helped anchor the impression we were already getting from the cars.
I accept that my view may be coloured by previous dealings with Audi dealerships, where things promised weren’t always done. I eventually stopped using them for maintenance and now rarely visit except to check prices or buy parts.
But the telling moment came on the way home. Mum started describing exactly the differences I’d been noticing. We had independently reached the same conclusion during the same visitseven though I’d gone there arguing in Audi’s favour.
For me, that brought the issue into focus: Audi’s premium identity feels increasingly like something created by the designers and VW Group’s marketing department, rather than something consistently delivered by the product. Shared components don’t bother me. Paying a premium without getting a convincingly better ownership experience does.
I still see the practical benefits of owning an Audi, particularly when maintaining it myself. But cheaper parts aren’t the same thing as premium quality. On these visits, Mercedes gave both of us a tangible sense of where the extra quality was. Audi largely gave us the image of it.
I suspect Mum has understood that distinction for a while. She simply wants a good car without the hassle; I’m the one weighing up parts prices and how easily I can fix things. I was glad she ruled out porsche on the outset
We’re looking at Lexus, Volvo and Genesis next. I’m not yet convinced any will beat the Mercedes for quality, but we’ll see. I particularly like the look of the Lexus NXmuch nicer to my eyes than the GLB, although the GLB ticked two important boxes for Mum: ease of entry and rear visibility. Ultimately, it’s her car.
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Tobycentresydney
The car is simply too visually unattractive to be desirable, and that's coming from a long-time Audi fan.
The rear is a design disaster. The front isn't much better. Honestly, where do you even start with the list of design offences
At least once you're inside, you don't have to look at the exterior. Unfortunately, you're then greeted by a sea of screens, thick bezels, and that dreadful skateboard-style display stretching across the dashboard.
The click-wheel MMI controller is gone too. Yes, it's old-school, but it's arguably more user-friendly than forcing everything through touchscreens. There's little else to say about the controls because virtually every function now lives behind a screen.
I can't wait for Audi to quietly reverse course on this design direction.
The one piece of good news The traditional Audi S/RS badge typography is back. A small victory, but a victory nonetheless.
I also have to disagree with reviewers who suggest this is some kind of luxury alternative to the A8. The Q9 isn't even playing in the same league as a proper luxury limousine.
It's comfortable, spacious, and well-equipped, but genuine luxury isn't measured by size, screen count, or a long options list. The best luxury cars feel effortlessly calm. They don't need to constantly remind you how advanced they are.
The A8 understood this. The cabin was understated, elegant, and quietly confident. Technology was integrated into the design rather than becoming the design. Rich materials, wood inlays, thoughtful engineering, and visual restraint created an environment that felt genuinely special.
The Q9 takes the opposite approach. It has big bones, a fair amount of visual fat, and a cabin that feels more like a showcase for a technology package than a carefully considered luxury interior. The screens dominate the experience when they should be supporting it.
True luxury is often invisible. It's the engineering, craftsmanship, and design working together in a way that feels effortless. The Q9 rarely feels effortless. It feels determined to demonstrate how much technology Audi has managed to fit into it.
For families wanting a premium three-row SUV, that will likely be very appealing. For wealthy executives looking for the last word in luxury, innovation, and refinement, I'm not convinced this is the car they'll be comparing to an A8.
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The car is simply too visually unattractive to be desirable, and that's coming from a long-time Audi fan.
The rear is a design disaster. The front isn't much better. Honestly, where do you even start with the list of design offences
At least once you're inside, you don't have to look at the exterior. Unfortunately, you're then greeted by a sea of screens, thick bezels, and that dreadful skateboard-style display stretching across the dashboard.
The click-wheel MMI controller is gone too. Yes, it's old-school, but it's arguably more user-friendly than forcing everything through touchscreens. There's little else to say about the controls because virtually every function now lives behind a screen.
I can't wait for Audi to quietly reverse course on this design direction.
The one piece of good news The traditional Audi S/RS badge typography is back. A small victory, but a victory nonetheless.
I also have to disagree with reviewers who suggest this is some kind of luxury alternative to the A8. The Q9 isn't even playing in the same league as a proper luxury limousine.
It's comfortable, spacious, and well-equipped, but genuine luxury isn't measured by size, screen count, or a long options list. The best luxury cars feel effortlessly calm. They don't need to constantly remind you how advanced they are.
The A8 understood this. The cabin was understated, elegant, and quietly confident. Technology was integrated into the design rather than becoming the design. Rich materials, wood inlays, thoughtful engineering, and visual restraint created an environment that felt genuinely special.
The Q9 takes the opposite approach. It has big bones, a fair amount of visual fat, and a cabin that feels more like a showcase for a technology package than a carefully considered luxury interior. The screens dominate the experience when they should be supporting it.
True luxury is often invisible. It's the engineering, craftsmanship, and design working together in a way that feels effortless. The Q9 rarely feels effortless. It feels determined to demonstrate how much technology Audi has managed to fit into it.
For families wanting a premium three-row SUV, that will likely be very appealing. For wealthy executives looking for the last word in luxury, innovation, and refinement, I'm not convinced this is the car they'll be comparing to an A8.
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iancharlton678
No excuse for it at all
In a post apocalyptic world, all on my own. I would choose this over any other, not having to look at it from inside.
But, living with it in the modern world, in traffic, in town it would be awful. Firstly, it looks as though it was drawn by an eight year old, shortly after an epic Marvel Film binge. the size is pure comedy and the screen count and absence of buttonage is maddening
Then, the price!
I realise I’m very old, but I could buy my first house, twice, for a basic Q9 madness. So NO
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No excuse for it at all
In a post apocalyptic world, all on my own. I would choose this over any other, not having to look at it from inside.
But, living with it in the modern world, in traffic, in town it would be awful. Firstly, it looks as though it was drawn by an eight year old, shortly after an epic Marvel Film binge. the size is pure comedy and the screen count and absence of buttonage is maddening
Then, the price!
I realise I’m very old, but I could buy my first house, twice, for a basic Q9 madness. So NO
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isthisjish3794
the biggest most expensive audi and at a time when a8’s been discontinued AND it does not have climatised second row seats, no massage in second row, no leg and calf extender.
Like what was the decision making room like ok we will give the most expensive audi but we still don’t care that much about all the rows we only see the front row. Like make it make sense.
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the biggest most expensive audi and at a time when a8’s been discontinued AND it does not have climatised second row seats, no massage in second row, no leg and calf extender.
Like what was the decision making room like ok we will give the most expensive audi but we still don’t care that much about all the rows we only see the front row. Like make it make sense.
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tonuv1345
So. Let me get this right- if you open a window and cars are driving by, you can hear them. BUT. If you open the window and no cars are driving by- you cant hear any car noise Does Audi remove the cars or what was the point But overall disappointed about this video - no BYD mentioned, nor merc basehd.
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So. Let me get this right- if you open a window and cars are driving by, you can hear them. BUT. If you open the window and no cars are driving by- you cant hear any car noise Does Audi remove the cars or what was the point But overall disappointed about this video - no BYD mentioned, nor merc basehd.
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mikeydangerous8808
Ughand the twenty-year-old bimmer has puddle lights in all four door handles as standard. A gentle light to show you potential hazards at your feetNo need for a self-masturbatory light show to announce a dumbass who paid too much for lame features’ broke-down here’.
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Ughand the twenty-year-old bimmer has puddle lights in all four door handles as standard. A gentle light to show you potential hazards at your feetNo need for a self-masturbatory light show to announce a dumbass who paid too much for lame features’ broke-down here’.
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MarcoCerasoli1994
This thing is literally one of the worst piece of design i ever witnessed. Really really sad. The only thing that made audi so appealing (styling) is completely gone. And for the price they are asking these interiors are so disappointing; worse tthan any 30k KIA
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This thing is literally one of the worst piece of design i ever witnessed. Really really sad. The only thing that made audi so appealing (styling) is completely gone. And for the price they are asking these interiors are so disappointing; worse tthan any 30k KIA
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benparsons6148
How is it cheaper to have to adjust air vents through the screen and have a bunch of little electric motors direct the air, than having a little adjuster you move with your finger That alone would prevent me buying any such car. The whole thing is just unnecessary.
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How is it cheaper to have to adjust air vents through the screen and have a bunch of little electric motors direct the air, than having a little adjuster you move with your finger That alone would prevent me buying any such car. The whole thing is just unnecessary.
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hansbrinker943
In the short term I see possibilities for an Q11 or even and Q15 (skipping Q13 for obvious reasons.
Depending on a third Trump Term, I wouldn't be surprised seeing a Q29 in 2029 obviously, running on black coal.
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In the short term I see possibilities for an Q11 or even and Q15 (skipping Q13 for obvious reasons.
Depending on a third Trump Term, I wouldn't be surprised seeing a Q29 in 2029 obviously, running on black coal.
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DarrenLang-i6p
Given the cost of this thing. why the measly cost cutting with no physical buttons I didnt expect that. Meanwhile in China the Jaecoo 9 is on the way to the UK in early 2027. Rumour has it will be around 50k. Hmmmm.
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Given the cost of this thing. why the measly cost cutting with no physical buttons I didnt expect that. Meanwhile in China the Jaecoo 9 is on the way to the UK in early 2027. Rumour has it will be around 50k. Hmmmm.
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Cosmindaniel12
Never thought I'll see the day when Chinese cars have better materials, better ergonomics and better quality than the big 3 Germans!
This looks and feels cheap and old compared to a premium Chinese car!
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Never thought I'll see the day when Chinese cars have better materials, better ergonomics and better quality than the big 3 Germans!
This looks and feels cheap and old compared to a premium Chinese car!
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johnnybgood7812
What puzzles me is why manufacturers still insist on installing a steering wheel when manoeuvring the car would be made so much easier by simply tapping a digital touch screen
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What puzzles me is why manufacturers still insist on installing a steering wheel when manoeuvring the car would be made so much easier by simply tapping a digital touch screen
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SirPulga
Looks like this generation of Audis isn’t bringing back physical buttons. For the love of God, what is wrong with people who want to use touchscreens for everything while driving
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Looks like this generation of Audis isn’t bringing back physical buttons. For the love of God, what is wrong with people who want to use touchscreens for everything while driving
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latexrope1358
This kind of vehicle is why when at the supermarket, when you park properly, you can't open your own door, because the monster in the next bay has parked over the line.
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This kind of vehicle is why when at the supermarket, when you park properly, you can't open your own door, because the monster in the next bay has parked over the line.
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stevieheaton
It’s seriously disgusting, making cars this big. Too big for towns, parking, country roads, massive use of resources, for a status symbol, that will be on finance
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It’s seriously disgusting, making cars this big. Too big for towns, parking, country roads, massive use of resources, for a status symbol, that will be on finance
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markchisholm2657
Another car demonstrating why late people spend gazillions on restomods or having a 90s car refurbished. Peak car was around 2015. It's gone downhill since.
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Another car demonstrating why late people spend gazillions on restomods or having a 90s car refurbished. Peak car was around 2015. It's gone downhill since.
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anton. p
German cars have become incredibly boring in their design, especially the interior, and the interior quality is starting to leave a lot to be desired as well.
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German cars have become incredibly boring in their design, especially the interior, and the interior quality is starting to leave a lot to be desired as well.
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MLC19978
Hating on the nurburgring edition is crazy. Had one for 10 years and only sold it because I got married and had kids. One of the best hot hatches I ever owned
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Hating on the nurburgring edition is crazy. Had one for 10 years and only sold it because I got married and had kids. One of the best hot hatches I ever owned
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impolitebrit2386
In the UK we'll only get the black/grey interior option no doubt. Audi used to have the best interiors, but the options are very boring these days
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In the UK we'll only get the black/grey interior option no doubt. Audi used to have the best interiors, but the options are very boring these days
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brainsmatter7067
Looks like it was inspired by Chinese manufacturers. All the German manufacturers have really dropped the ball over the past 10-15 years.
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Looks like it was inspired by Chinese manufacturers. All the German manufacturers have really dropped the ball over the past 10-15 years.
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