Audi is set to launch its new full-size luxury SUV, the Q9, in 2026, signaling a significant adjustment in its electrification strategy. This new model is engineered to compete directly with established luxury SUVs such as the BMW X7 and Mercedes-Benz GLS, filling a notable gap in Audi's premium SUV lineup. The Q9 will be constructed on the versatile Premium Platform Combustion (PPC) architecture, which is designed to accommodate a variety of powertrains, including gasoline, diesel, mild-hybrid, and plug-in hybrid options. This flexible platform will also be utilized for future Porsche models, reflecting a shared approach to powertrain diversity within the Volkswagen Group.
The PPC platform's adaptability may extend to range-extender technology, although Audi has not yet confirmed its implementation for the Q9 or the refreshed Q7, which will also use this architecture. Both Audi and Porsche have recently recalibrated their electrification targets, stepping back from aggressive all-electric timelines. Audi has rescinded its goal of being exclusively electric by 2032, while Porsche intends to continue offering V8 engines well into the next decade.
This strategic diversification in powertrains is a pragmatic response to evolving market dynamics and regulatory landscapes. The automotive industry is navigating a complex environment, particularly concerning the European Union's 2035 ban on new gasoline and diesel car sales. While the ban is officially in place, discussions and potential reviews are ongoing, with reports suggesting that plug-in hybrids might be permitted beyond the original deadline. Leading automotive executives have voiced significant concerns about the potential economic repercussions of a rapid transition away from combustion engines, with some warning of industry collapse. These concerns are being considered as the EU reviews its automotive regulations.
The introduction of the Audi Q9, alongside these strategic shifts from both Audi and Porsche, highlights a conscious recalibration within the premium automotive sector. The emphasis on flexible platforms like PPC and the continued development of varied powertrain technologies demonstrate a measured approach to market demands and regulatory uncertainties. This strategy appears to be a deliberate move to maintain competitiveness and adapt to a future where a singular powertrain approach may not be the most resilient. The industry's dialogue with regulators underscores a growing recognition that a more gradual and diverse transition is essential for sustained growth and innovation.