MUNICH — Audi AG will launch its new Q9 SUV in the United States before any other market, with CEO Gernot Döllner saying the U.S. is expected to account for the majority of the model’s global sales. The vehicle will later roll out worldwide following its American debut.

Döllner stated that the Q9 was developed with U.S. requirements at the center of the product development process. He said Audi rearranged smart door panels from the A5, A6, and Q5 models and returned to dedicated switches, while optimizing interior cooling, seating, and the roof concept specifically to align with U.S. customer preferences.

The CEO emphasized a strategic shift toward region-specific vehicle development, stating, “The era of the global car is over.” He noted that different markets now demand tailored approaches in design, ecosystem integration, supply chains, and production systems. As part of this strategy, Audi plans to increase local-for-local production, particularly in the U.S. and China, to build what Döllner described as a “future-resistant brand setup.”

Döllner also addressed how Audi intends to balance its product strategies across regions. He said the company will align its European and U.S. offerings by placing greater emphasis on American customer input, explaining that a vehicle designed to meet U.S. expectations is generally acceptable in Europe, though the reverse does not always hold true.

Separately, Döllner acknowledged growing interest from U.S. dealers in performance-oriented wagon models. He indicated that sporty variants like the RS or allroad could be a “perfect fit” for the American market. He added that Audi had not originally intended to bring RS wagons to the U.S. but is now considering the possibility due to dealer feedback. He clarified, however, that there are currently no official plans to introduce such models.

Audi’s current U.S. lineup consists solely of sedans, fastbacks, and SUVs, following the discontinuation of the RS6 Avant.