Audi Plans New Q9 SUV for U.S. as Automaker Targets Higher Profits Through New Models and Cost Cuts

The premium division of Volkswagen Group, led by Audi, expects profitability to improve in 2026 as the company rolls out new models and continues cutting costs. The automaker forecasts an operating margin of 6–8%, compared with 5.1% a year earlier.

The group also includes luxury brands such as Lamborghini, Bentley, and Ducati. Profitability across these brands declined earlier due to tariffs in the United States, weaker sales in China, and expenses tied to revising the company’s electric vehicle strategy.

According to Chief Financial Officer Jürgen Rittersberger, Audi plans to gradually return to double-digit profit margins by 2030. Last year, the company’s margin fell to 3.9%, partly because of tariff-related costs and spending tied to adjustments in its EV development plans.

Additional pressure came from U.S. import tariffs, which cost the company roughly $1.2 billion, along with rising expenses linked to meeting stricter environmental regulations. Audi has also announced plans to cut up to 7,500 jobs in Germany by 2029 as part of its broader efficiency program.

New vehicle launches are expected to play a key role in improving financial performance. In Europe, Audi anticipates demand for a compact electric model tentatively known as the Audi A2 E-tron.

For the United States, the company is reportedly developing a large SUV called the Audi Q9. The lack of a vehicle in this segment has previously limited Audi’s competitiveness in the American market, where large SUVs remain especially popular.