Audi's upcoming Q9 represents a significant shift for the German automaker, moving from the A8 sedan to a full-size SUV as its new flagship model. The decision reflects the broader industry trend toward SUVs, even in European markets where crossovers now dominate sales. Audi designed the interior with North American preferences in mind, including redesigned cupholders that accommodate oversized travel mugs.

The cabin showcases a departure from glossy surfaces, embracing matte finishes throughout. An open-grain olive wood trim provides an alternative to traditional carbon fiber, while beige and brown color schemes offer a warmer aesthetic than the dark carbon fiber treatment shown in photos. The design draws heavily from the 2021 Grandsphere concept, wrapping the dashboard around front occupants for a more immersive experience.

Digital displays curve around the driver, though they remain relatively short to maintain visibility over the hood. An interaction light along the windshield base provides visual feedback for turn signals and hazards. AudiVirtual Cockpit makes a welcome return with moving map views on the main instrument display, a feature notably absent from recent models. The Q9 shares innovative "not-stalks" with the new Q3, eliminating traditional steering column controls.

Designer Chris Koelle emphasized the calming atmosphere, describing the Q9's interior philosophy as creating a sense of control and tranquility where everything feels perfectly positioned.