Zürcher Nachrichten - Audi Q9 – how likely is it to become a reality?

The price question is even sharper. In the luxury SUV segment, six-figure pricing no longer shocks anyone on its own. What buyers have become far less tolerant of are forced package structures, option lists that spiral quickly and cabins whose tactile quality does not always match the invoice. This is where Audi currently carries some baggage. The brand still stands for disciplined design, good road manners and technical ambition. But the old certainty that an Audi would automatically feel peerlessly premium inside is not as secure as it once was.

That is why the Q9 is more than another new model. It is a test of whether Audi can still define premium rather than merely charge for it. Online debate repeats the same complaints: too expensive, too much screen logic, too many glossy surfaces, too little substance in the details, too much configuration pressure. The Q9 itself also divides opinion. Some see it as the overdue flagship Audi needs. Others see it as proof that size alone no longer creates desirability or legitimacy.

The sober interim verdict is therefore clear: the Audi Q9 could become a strong flagship, but today neither its price nor its range can be called justified by default. The official values are missing, and so is the proof that Audi has fully restored the blend of material quality, usability and credibility that once came almost automatically with the brand. Audi remains an important premium marque. But it is no longer beyond challenge. The Q9 now has to prove that Audi is selling substance first and prestige second.