Audi Japan has announced the "Q8," its new flagship SUV model, which will go on sale starting September 3rd. The gasoline model will be introduced first, priced at 9,930,000 yen (including 8% consumption tax).

The number "8" holds significant meaning for Audi. For instance, the flagship sedan is the "A8," and the top-tier sports model is the "R8." Now, the "Q8" has arrived to conquer the SUV summit. Thus, the number 8 signifies the pinnacle of their lineup.

The Q8 debuts as a coupe-style SUV, a recent trend. It was newly developed for users seeking a sportier and more luxurious model than the "Q7."

It features a dynamic styling, including the octagonal Singleframe grille, a new characteristic of Audi's Q models, and the blister fenders symbolizing Audi's signature quattro all-wheel drive. The octagonal Singleframe grille, in particular, is set to be used in future Q models.

The design of the Q8 was inspired by the "Sport quattro." Frank Ramberti, Exterior Design Team Leader at Audi AG, who visited Japan for the announcement, explained, "When designing a completely new car, we always look back at Audi's history. As a result, we found the Audi Sport quattro. While it may not be the most beautiful car, it is undoubtedly the most exciting. That's why we decided to use it as a reference."

What design elements of the Sport quattro were adopted for the Q8? One is the blister fenders. This was expressed based on Design Chief Marc Lichte's principle that "Audi must always signify quattro," and it is the main theme.

Next, inspired by the black mask around the front, the Q8 features the aforementioned octagonal Singleframe grille. In the S line, it's surrounded by titanium gray; in the standard model, it's body-colored; and in the recently announced SQ8, aluminum is used around the grille, each expressing a sense of power.

Typically, coupe-style SUVs tend to have sleek rooflines and gently sloping rear ends. However, the Sport quattro has a distinctive design with strong C-pillars connecting to the rear spoiler, a feature recreated in the Q8. This sets it apart from other coupe-type SUVs.

Furthermore, the black light band around the rear is a design motif from the Sport quattro, making a powerful statement that unmistakably identifies it as a Q8 even from a distance.

Ramberti also emphasized its unique character, stating, "This car possesses a powerful presence that sets it apart."

The Q8 is powered by a 3-liter V6 gasoline turbo engine. Combined with a mild hybrid system utilizing a high-voltage 48V system, a lithium-ion battery (10 Ah), and a belt-driven alternator starter, it achieves a sophisticated balance of high performance and efficiency. This new 48V MHEV system enables engine start-stop at speeds below 22 km/h and a high energy recovery capability of up to 12 kW.

Chassis technologies such as damping control suspension and AWS (All Wheel Steering), which steers the rear wheels by up to 5 degrees, allow for a sporty driving experience that belies the vehicle's size. Additionally, with the optional adaptive air suspension, the ride height can be adjusted by 115 mm, from +50 mm to -65 mm, depending on driving conditions. This provides dynamic handling and a comfortable ride on-road, along with excellent off-road capability.

A diesel model is also scheduled for introduction next year.

According to Philip Noack, President of Audi Japan, "Since the introduction of the Q7 in 2006, the popularity of Audi's Q models has grown with the subsequent arrival of the 'Q5' and 'Q3.' Furthermore, we launched the compact 'Q2' model in 2017, which has become one of Audi Japan's best-selling models." He added, "Currently, one out of every three customers purchasing an Audi chooses an SUV."

When asked why Audi is introducing the Q8 in the same segment as the Q7, he explained, "Because the SUV market continues to grow. In the first quarter of 2019, SUVs accounted for 38 percent of Audi's global sales. We expect this figure to reach 50 percent by 2025. This means that by 2025, one out of every two cars will be an SUV."

Analyzing the growth of the premium SUV segment in Japan, he noted, "A prominent trend is the strong sales of SUV models with coupe-like silhouettes, featuring low overall height and a wide stance. These models are both sporty and stylish. Such coupe-type SUVs appeal to affluent individuals who are highly sensitive to fashion, design, and the latest trends. These customers want to express their lifestyle and individuality through their vehicles. This is how the market for so-called SUV coupes has emerged," he stated, explaining the rationale for introducing the Q8 into this market.

He concluded, "The Audi Q8 is Audi's answer to a new market seeking sportier and more stylish SUVs."

Actor Arata Iura also appeared at the announcement event. Regarding his impression of the Q8, he commented, "As someone who works in a creative field, I value the principle of 'Onko Chishin' – learning thoroughly from the past to create new things with a modern sensibility. My first impression of the Q8 was that it possesses a design where refined newness coexists with a nostalgic ruggedness and toughness. For me, the combination of sophistication and nostalgia, toughness, and ruggedness represents an ideal proportion."

He also shared his impression from the passenger seat: "Despite its tough visual appearance, it is remarkably quiet and spacious inside. The sense of width, along with the vertical space, made me feel as if I were in a luxurious living room."

When asked what he hopes for from Audi in the future, he expressed his desire, "I often see Audis in foreign films, so I would love for them to appear in Japanese films and co-star."