Audi has released the first teaser image of the all-new third-generation Q7, signaling the next chapter for one of the brand’s most important SUV nameplates.
First introduced in 2005, though the Pike’s Peak concept on which it was very closely based, dropped two years earlier in 2003. The Q7 helped establish Audi in the premium three-row SUV segment – a segment that was booming, helping reset the fortunes of any number of brands from Porsche and BMW to Mercedes-Benz and Volvo. At Audi, it marked the first entry in what would grow to become an entire Q range – Q2, Q3, Q4, Q5, Q6, Q7, Q8 and soon-to-come Q9.
The Q7 has remained a cornerstone of the lineup for more than two decades. Audi says the new model will build on that legacy with a sportier and more powerful design, an updated interior focused on versatility and premium materials, and a broader range of driving characteristics spanning comfort and performance.
The teaser itself reveals only a close-up view of the front side, not giving a lot of details. From what we can see, they’ve kept the existing door handle design versus the small triangular trim extension “trigger” design we’ve seen on some test mules.
It also, very obviously, sends a message of revisiting the idea of the S line. S line heritage traces its roots back to the first-generation A3 and TT, establishing a sub-range based on the most affordable A and eventually Q models while being fitted with more sporting S or S inspired bodywork, wheels and suspension. Following in the philosophical path of the ’80s “turbo look” Porsche 911s, S line offered a way for those who needed a more sensible drivetrain yet didn’t want to skip out on the rest of the sporting Audi experience.
Over the last few years, it all got a little bit muddled. S line badges from the front side quarter panel were swapped for the same red rhombus as S and even RS cars, while it was hard to tell an S line from a standard A or Q model. While intended to be more clean and simplistic, the impression left on consumers and enthusiasts was more poseur – a base car trying to mislead that it was an S or RS.
Here, it appears they’ve gone back to the quarter panel S line badge. Yes, it’s only a badge but it also represents a brand lexicon that worked quite well during a halcyon era of the marque. I’d argue it’s more effective than simple and confusing rhombus badge while still acknowledging the desire amongst Audi buyers to step into whatever level of Audi Sport they may be able to fit into their budgets or lifestyle.
The third-generation Q7 arrives as part of Audi’s ongoing product offensive and will join a growing SUV range that includes the forthcoming Audi Q9. Audi has confirmed the Q9 will sit above the Q7 when it makes its world debut later this year.
Additional details on the new Q7 are expected in the coming months as Audi prepares for the model’s full unveiling.