Audi pushes ahead with Q9 SUV launch in US as tariff threat looms
BERLIN, May 5 (Reuters) — German luxury automaker Audi is moving forward with plans to launch its flagship Q9 SUV in the United States this summer, even as the threat of another round of tariff hikes hangs over the industry, the company’s finance chief said Tuesday.
Speaking to reporters, CFO Juergen Rittersberger acknowledged that if the Trump administration follows through on its earlier threat to raise tariffs on European auto imports to 25%, the impact on Audi would be severe. “That would be a significant burden,” he said, adding that no final decision has been confirmed yet.
The Volkswagen-owned brand is especially vulnerable to U.S. trade barriers because it has no production facilities in the country. Instead, it relies on imports from Europe and Mexico to serve American customers. The Q9, Audi’s top-tier luxury SUV, is built at the company’s plant in Bratislava, Slovakia.
Audi has been weighing the possibility of building its own U.S. plant for years. Rittersberger said the company is now exploring options alongside Volkswagen. “Without political support — in the form of subsidies, tariff reductions, or similar measures — it will be difficult,” he noted.
The decision to proceed with the Q9 launch reflects Audi’s confidence in the U.S. luxury SUV market, but it also underscores the broader uncertainty facing European automakers as trade tensions simmer. Industry analysts say the move could be a gamble if tariffs are imposed shortly after the vehicle arrives on dealer lots.
Industry reaction
“Audi is basically rolling the dice here,” said Michael Torres, a Detroit-based automotive analyst. “If those tariffs hit, the Q9’s price tag could skyrocket overnight, and that’s going to scare off buyers who might otherwise be interested.”
“It’s a bold move, but Audi has a strong brand and loyal customers,” said Linda Park, a trade policy researcher in Washington. “They’re betting that demand for high-end SUVs will outweigh the tariff pain — at least in the short term.”
“Honestly, it feels like Audi is just sticking its head in the sand,” said Jake Morrison, a former auto dealer from Chicago. “Everyone knows tariffs are coming. Launching a $90,000 SUV into that storm? That’s not strategy — that’s wishful thinking. They should have built a plant in the U.S. years ago.”
The Q9 is expected to arrive at U.S. dealerships in late summer, with pricing to be announced closer to launch.
(Reporting by Christina Amann; Writing by Rachel More; Editing by Kirsti Knolle)