The arrival of the 2027 Audi Q9 is getting closer, the German manufacturer’s new flagship that seats up to seven. Set for a full and proper reveal on July 28th, Audi gave us a glimpse of the Q9’s interior, though it kept the exterior under a camouflage wrap.
Despite its bervity, the interior reveal sets up the Q9 as a direct challenger to the BMW X7, a vehicle that has held a firm grip on the large luxury SUV segment. While Audi’s Q7 has long been a competitor in the mid-size category, its tighter third row can steer buyers toward other brands and their showrooms. The Q9 seeks to address that.
The X7, which underwent a mid-cycle refresh for the 2023 model year, is a prime option for those who want three rows of seating, all the creature comforts, and a sporty driving experience. In effect, the BMW X7 has it all. Yet with the Q9’s arrival, Audi is not just chasing the X7’s shadow, but rather attempting to leapfrog it with a digital-first philosophy that prioritizes the in-vehicle experience as the new definition of luxury.
A tale of two cabins
Moving beyond piano black only
The Q9 is Audi’s first true full-size flagship SUV, offering a seven-seat layout or an optional six-seat configuration with individual power-adjustable captain’s chairs in the middle row.
Audi has moved away from the fingerprint-heavy piano black trim of the past, introducing matte and textured finishes alongside new interior colors like Tamarind Brown and Stone Beige for the Q9. Meanwhile, the BMW X7 has one of the most customizable interiors available today, offering everything from Sensafin upholstery to Full Merino Leather that extends across the dashboard and door panels.
While both offer a six-seat layout, the X7’s cabin feels more like a cockpit, with the dashboard and controls angled toward the driver to maintain the brand’s performance-oriented DNA. In other words, even a large SUV like the X7 should still be the “ultimate driving machine.”
Audi’s 639-HP RS 5 hybrid debuts with world-first quattro AWD
quattro with Dynamic Torque Control brings the RS 5 to life.
Digital Stage vs. Curved Display
Triple screens and zero layers
The difference between the Q9 and X7 lies in how they handle screen real estate and the digital interactions between the driver and the vehicle itself.
Audi’s new Digital Stage array features a triple-display system comprising a driver panel, an OLED central touchscreen, and a dedicated front passenger display for personalized entertainment or navigation management. BMW uses its patented Curved Display in the X7, a single glass panel that combines a 12.3-inch instrument cluster with a 14.9-inch central display.
BMW’s iDrive 8.5, which powers the X7’s Curved Display, introduced the brand’s QuickSelect functionality. Described as a zero-layer approach, it places a dedicated Home button, along with dedicated icons for climate, navigation, and media at the bottom of the screen to reduce confusion while driving. The idea is that drivers can access core vehicle functions without scrolling and swiping through multiple pages and sub-menus (i.e., the zero-layer approach).
The BMW system is clean and responsive, yet it lacks a dedicated passenger screen like that of the Q9. Instead, BMW keeps the focus primarily on the driver’s sphere of control. Depending on your preferences, the X7 may have the advantage here, but for those who often travel with a loved one in the front seat, the Q9’s personalized passenger infotainment screen might be appreciated on long drives, as whoever is sitting there can stream their own content.
In either case, both flagship SUVs can serve as Wi-Fi hotspots for all passengers. BMW utilizes a personal eSIM to link the X7 directly to your existing data plan, while the Q9 uses the Audi Connect system to support up to eight devices at once.
Before touchscreens became the standard, BMW, Saab, and Lexus got it right
Better than a generic tablet glued to the dashboard.
Smart doors and starlit roofs
And you will feel the beat
Audi is using the Q9 to debut experience features that, depending on your perspective, might be convenient or over-the-top.
For example, the Q9 features electric-powered automatic doors, the first ever for an Audi vehicle. The doors open up to 90 degrees and feature integrated sensors to detect approaching cyclists. Owners can close their door by applying the brake pedal or securing their seatbelt.
From there, Audi has developed a panoramic sunroof with switchable transparency control, allowing nine individually controllable segments of the glass to be dimmed electronically. BMW counters with its Sky Lounge LED Panoramic Roof, which uses thousands of LEDs etched into the glass to mimic a starlit sky. BMW also leans into jewelry-like details, such as the available crystal gear selector and start button. Both add a tactile sense of luxury to the X7 that feels more traditional than Audi’s automated approach.
For those who love music, the Q9 debuts a Bang & Olufsen 4D sound system with physical actuators built into the front seats. Occupants will actually feel the low-end frequencies of a song, be it hip-hop, rock, or jazz. The system also includes something called a Dynamic Interaction Light, a continuous LED strip at the base of the windshield that syncs its color and rhythm to whatever is being played.
BMW offers an optional Bowers & Wilkins Diamond Surround Sound system with 20 speakers and 1,475 watts of power. Complete with studio-grade technology, the X7 still offers a high-fidelity experience, even without the 4D seat-vibration technology or the interactive lighting found in the Audi Q9.
- Material
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Oxford
- Special Feature
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Foldable
This 13.5-gallon trunk organizer features compartments to organize and store groceries, sports equipment, emergency supplies, and other daily essentials.
Power shelves and rail systems
Both the Q9 and X7 maximize their footprints
Audi has prioritized access to the back of the Q9 as the second-row seats slide and tilt forward, even with unoccupied child seats installed. Once inside, the Q9 offers genuine adult-sized legroom and dedicated comfort features for third-row passengers so they don’t feel so isolated “all the way back there.”
The BMW X7 offers roughly 33.3 inches of third-row legroom. While full details on the Q9 are forthcoming, it will be interesting to see if the flagship Audi offers more space. BMW’s overall cargo flexibility for the X7 comes by way of its signature split-folding tailgate, which provides a power-operated shelf for loading items.
For interior utility, the Q9 offers dual 100-watt USB-C ports capable of charging laptops and an aluminum rail system in the trunk for securing cargo in three dimensions.
2027 Audi Q9 coming soon
The BMW X7 remains a solid choice for someone who wants a full-size SUV that feels a little bit like a sports car. However, the Audi Q9 is positioning itself as an alternative for tech-forward buyers, especially those with a busy family schedule.
The 2027 Q9 will make its world debut on July 28th, with North American deliveries possibly starting as early as this November. At that time, Audi will reveal more specifications and features of the Q9 and open the order books for early customers.
Given its flagship status and the level of technology on board, industry estimates place the starting MSRP around $80,000. Higher Q9 trim levels, such as the Premium Plus and Prestige, may reach $90,000 to $95,000, perhaps topping $100,000 if additional packages or accessories are selected at the time of sale.
These preliminary starting MSRP figures for the Q9 align with the BMW X7, which currently starts in the low $80,000 range.
Stephan is the sports journalist for the Maple Grove Report.
