Audi is pressing ahead with plans to launch its largest SUV yet, the Q9, in the United States this summer, even as Washington signals it could raise tariffs on European car imports.
Finance chief Juergen Rittersberger said a move to lift duties to 25% would be a “significant burden”, although the proposal has not been formally confirmed.
The threat matters more for Audi than for rivals with factories on American soil. The Volkswagen-owned brand has no production base of its own in the US, relying instead on imports from Europe and Mexico to supply dealers. The Q9, positioned as a flagship luxury, three-row SUV aimed at the heart of America’s large-family market, is built at Audi’s Bratislava plant in Slovakia.
The industry has already been dealing with a 15% tariff rate, introduced under last year’s US-EU framework deal, and any further increase would intensify pressure on pricing and margins. Audi has reiterated its 2026 profit outlook, which does not factor in a jump from the current levy. Volkswagen Group has previously estimated the existing tariffs cost it about €4 billion a year.
Rittersberger said Audi is exploring manufacturing options in the United States alongside Volkswagen, reviving a long-running debate about building a local plant. However, he warned that the economics are challenging without political backing, such as subsidies, tariff relief or similar measures.
The tariff question lands as Volkswagen’s brands cut costs and refresh model ranges amid intense global competition, including from Chinese carmakers. Audi has announced plans to cut 7,500 jobs by 2029. For now, the Q9 launch will test how much appetite US buyers still have for premium imports if trade tensions translate into higher showroom prices.
Staff Writer
Reporting from the front lines of the automotive industry, delivering expert analysis and the technical updates that drive the South African motor sector forward.
