Now more than ever, automakers have realized they can't rely on a one-size-fits-all product lineup. The needs and desires of Europe and China are too far removed from those of the Middle East and America, and a shifting geopolitical landscape means what works for one may not even be legal in another. No one has realized this more than Audi, which is why the German luxury marque is getting ready to launch a new luxury model aimed squarely at an American audience.That model is the 2027 Audi Q9 - Audi's biggest vehicle ever - and at a preview in Munich, Germany, CarBuzz had the opportunity to get up close with the interior of the new luxury SUV that wants to steal a slice of the Cadillac Escalade's luxury pie, while taking on the Mercedes-Benz GLS and BMW X7, too.Audi Three Rows Of Effortless Access And Comfort Audi's first full-size luxury SUV will be a new halo model, akin to the position the A8 holds in the sedan segment, but geared towards a body style that shows no signs of slowing down.To achieve that, the Q9 will feature three rows of seating, configurable with either six or seven seats. Opt for the former, and you'll get plush captain's chairs in the second row with two individual seats in the third. Both rows are roomy enough for adults, including the third row. It feels slightly more cramped in the third than in an Escalade, but compared to a Volvo XC90, the Q9's rearmost seats are vastly more spacious and comfortable.Those in the front row have access to available heating, ventilation, and massaging seats when speccing the 'sport seat plus' option, but rear seat occupants only get heating (for now, anyway). Pictured below, these seats gives you shoulder-level in-seat light detailing and a sportier design, but it's still remarkably plush and comfortable.Audi Family-minded buyers can opt for a seven-seat configuration with a second-row bench that can accommodate child seats in all three positions.Power-operation is a big part of the Q9's arsenal of advancements. Partial power adjustment for all seats is standard, and the third row perches can be raised and lowered independently at the touch of a button from within the trunk.Audi The power functionality extends beyond the seats, too. For the first time ever in an Audi model, power-operated doors both open and close automatically. Physical door handles on the outside (a relatively last-minute change made at the behest of Audi's CEO), need a single pull and release, with the power doors opening up to 90 degrees. Climb in, buckle up or press the brake pedal, and the door immediately closes on its own.External sensors prevent the doors from opening too wide if there isn't room, and will prevent a door being opened if an unseen cyclist or car approaches when you try to exit the vehicle. The doors can also be opened and closed remotely via the myAudi app and the key fob. Practicality Still Front And Center Audi hasn't yet given out the details on how big the Q9's cabin will be, but expect it to be even larger than the Q7, which is due for replacement later this year, too.Audi However, Audi claims the extra size has been put to good use through clever storage solutions. The trunk, for example, sports an aluminum rail system integrated into the sides with adjustable hooks and anchors to secure smaller items above the floor, leaving space for larger bags and boxes below.In-cabin storage is designed with occupants in mind, with two wireless charging pads in the center console (ventilated, and with magnetic locking to prevent slipping phones) and USB-C charging ports delivering up to 100 watts of charge in the second row (60 watts up front).Audi Tech-Filled Without Compromising Tactility Audi's made a big deal about its desire to return to its Vorsprung Durch Technik era, claiming last year to have patented more technology with the German intellectual property office than it has ever done in a single year. Well, the Q9 is the perfect place to showcase some of its newfound drive towards being a technological leader. Unfortunately, that means a trio of screens making up the dash, including one ahead of the passenger.Physical controls are limited, but the screens respond rapidly and you have backup voice commands. At least there are still a few physical controls present, including the most important of all, a volume knob.Audi Lighting At The Heart Of The Experience Lighting, long seen as an area where Audi led and others followed, plays a significant role in shaping the interior atmosphere. Ambient contour lighting in the dash and doors is standard, with the front doors housing full 'atmospheric lighting' - an option for the rear apertures, too.Audi also has what it calls the 'dynamic interaction light'. This is a full-width LED light strip optionally available in the 'ambient light package plus' group of options that pulses and illuminates in sync with the Bang & Olufsen sound system, matching album cover art colors to create a so-called 4D listening experience. Oh, and actuators in the front seats vibrate these perches, adding another layer to the auditory experience.Audi Arguably one of the Q9s greatest party tricks is the panoramic sunroof, spanning 16 square feet. It can either be opened for fresh air, or left closed, with electrochromatic-like dimming capabilities (somethign Audi terms Polymer Dispersed Liquid Crystal technology) across nine individually controllable sections, capable of blocking 99.5% of UV from permeating it. On the uppermost trim, this sunroof gets added illumination, courtesy of 84 LEDs capable of emitting one of 30 colors to match the ambient lighting.Fun Fact: The Audi Q9's panoramic sunroof is the largest ever fitted to any Audi model. Finally, An End To The Gloss Black Plastic Plague Audi Material options for the Q9 include Dinamica microfiber, leatjer and leatherette blends, and Nappa leather, with some interesting colorways like Tamarind Brown and Stone Beige. But while the perforated and quilted leathe elements are classy and the seats are comfy, the real innovation is an end to gloss black plastics that show up fingerprints and make a luxury car look tacky real quick.Decor panels can be specced in traditional carbon fiber and a variety of open-pore wood options, but regardless of the choice, the finish is either textured or matte. It feels great, and looks even better, even after a dozen journalists had poked and prodded around the cabin.Audi has also cleverly picked its materials and designs in such a way that speaker grilles are hidden out of sight behind tasteful trim panels. Our Take: Spacious, Classy, And Perfect For America Audi After experiencing the Q9's interior in Munich, my only question is why Audi waited this long to enter the full-size segment. The Q9 is a natural evolution for the brand's stateside model lineup, and has the space, luxury, and family-friendly nature Americans crave. Material quality is back to Audi's best, and while opinions may be divided on the extensive screen estate (I was hoping for a few more physical controls), the rest of the package should provide plenty of appeal for the US audience.This is a win for the Audi brand. Technical details remain under wraps, but I see little to complain about here so far, and much to be excited about.The Audi Q9 will debut on 29 July, 2026. A US arrival timeline is yet to be communicated.2027 Audi Q9 Interior reveal (6)
