Trouble Before TakeoffJust as Audi looks to strengthen its U.S. lineup with the first-ever Q9, the Trump administration has threatened to raise tariffs on imported vehicles from 15% to 25%. According to Reuters, Audi said the policy change would place a “significant burden” on its U.S. operations, especially since the Q9 is built at its Bratislava plant in Slovakia.The Q9 is an upcoming full-size luxury crossover that would indirectly take over the outgoing A8’s role as Audi’s flagship model. Its larger size is aimed at meeting U.S. demand for bigger vehicles while taking on rivals such as the BMW X7 and Mercedes-Benz GLS-Class. The problem is that both competitors are built in the U.S., shielding them from the import tariffs the upcoming Q9 could face. Audi’s Localization ProblemAudi has long been in talks with parent company Volkswagen about possible U.S. production. Previous reports suggested the Q4 e-tron could be built at VW’s plant in Chattanooga, Tennessee, while the upcoming Scout plant in South Carolina was also considered. So far, neither plan has materialized, and Audi noted that its U.S. lineup would continue to face challenges without some form of support.“Without political support in the form of subsidies, tariff reductions, or similar measures, it will be difficult,” said Audi finance chief Juergen Rittersberger.Considering the current circumstances, it may be high time for Audi to come up with solutions. In 2025, the German luxury brand delivered 164,942 vehicles in the U.S., a 16% decline from the previous year. Meanwhile, BMW sold 388,897 vehicles, while Mercedes-Benz was not far behind at roughly 304,000 vehicles, excluding vans. The Clock Is TickingWhile the Q5 – which is built in Mexico – will likely remain Audi’s volume seller, the addition of the Q9 could bring more attention to the brand. There was even a trademark filing for an SQ9, which could point to a performance version of the model and potentially attract enthusiasts.Audi has not disclosed the exact arrival date for the Q9 this year, though it would mark the nameplate’s debut before sales begin in other global markets. As big of a deal as that may be, the company still appears to have more work to do behind the scenes, especially with higher tariffs looming.
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