New Q9 pushes Audi even further upmarket
Audi revealed the all-new Q9 this month, its largest SUV ever to be offered in the United States. Even though deliveries only begin the fourth quarter, Audi has wasted no time in launching the online configurator for the three-row luxury SUV. This gives us the opportunity to see all the options and how much you can expect to pay for a fully loaded Q9. The maximum price for a Q9 pushes Audi deep into six-figure territory, where rivals from Mercedes-Benz, Cadillac, and Lincoln have already established themselves. Here’s a closer look at the numbers.
The Most Expensive Q9 Costs Over $130,000
Audi
Audi
Audi
The 2027 Audi Q9 is priced as follows before adding any options:
- Q9 Premium: $87,700
- Q9 Premium Plus: $93,300
- Q9 Prestige: $102,400
- SQ9: $118,000
Since the high-performance SQ9 is the most expensive model to start, that’s where we began in the configurator. The good news is that Audi charges nothing extra for any of the eight exterior colors, including the Agave Green Metallic hue we chose.
From there, we added the 23-inch wheels with a black finish ($2,500), an option that automatically adds the Black Optic Package ($1,000) with its glossy, darkened exterior details. We also selected the following extras:
- S Sport Package ($1,200)
- Luxury Package ($4,750)
- Captain’s Chairs ($450)
- Bang & Olufsen 4D Premium sound system ($950)
Audi
Audi
Audi
Combined, these added features like curved digital OLED taillights, automatic doors, an illuminated grille, and a sport adaptive air suspension. There are three Nappa leather colors for this model, including the Pastel Silver option we selected. None of the three choices add anything to the price.
In total, the options worked out to $10,850, which isn’t extreme for this kind of vehicle. With the destination charge added, the SQ9 costs $130,245.
The SQ9 already comes with standard equipment like heated/ventilated/massaging front seats, heating for second- and third-row seats, five-zone climate control, a panoramic glass sunroof, and a head-up display.
What Else Can You Get For That Price?
Mercedes-Benz
BMW
Cadillac
The Audi isn’t nearly as customizable as rivals like the Mercedes-Benz GLS-Class. In GLS 580 guise, the Mercedes has nearly the same starting price of $116,150. Both the SQ9 and GLS 580 have V8 engines, but the SQ9 is more powerful (590 horsepower to 510 hp in the Mercedes).
A few clicks later, and we were able to increase the price of the GLS to around the $150,000 mark. The Mercedes comes with more packages (including an Off-Road Package) and individual areas of its cabin can be customized. There are also more color and trim options.
The even larger Cadillac Escalade is one of the bosses of the ultra-luxury SUV club. For $120,400, you can get it with a 420-hp V8 in the Platinum Sport trim level. To that, you can add options like executive second-row seats with massaging, a front center console fridge, night vision, and other options that take the price to $136,845. This vehicle is roughly as customizable as the top Q9, but has even more third-row space.
Finally, we have BMW’s X7 in V8 form, which starts at $115,000. It can be optioned up to almost $150,000, reflecting more customization than the Audi delivers.
Final Thoughts
Cole Attisha
Audi looks to have carefully curated the Q9’s options list. The packages that are available are useful and not obscenely priced. But luxury-car buyers appreciate being able to make their vehicle truly unique, and we wonder if Audi hasn’t missed an opportunity to offer something closer to the level of customization offered by rivals like Mercedes, BMW, and Porsche. Then again, the Volkswagen Group is in the process of drastically streamlining its model lineup’s complexity to save costs. That could explain the Q9’s straightforward options list, along with the fact that its standard specification is generous.
What will be interesting to gauge is just how many U.S. buyers will be prepared to spend upwards of $90k on an Audi SUV, given the prestigious competitors at this price point. We’ll have a clearer answer to that before the end of 2026 when the Q9 arrives.
About the author
Karl Furlong
Senior Editor, Autoblog