The now de rigueur countdown started with everyone glued to the giant screen at the back of the stage. After a couple of dramatic pauses, the numbers finally stopped at Rs. 1,77,72,000—the introductory ex-showroom price of the SQ8, the SUV Audi launched in India on March 17, 2026.
The German carmaker says the SQ8 sits at the sweet spot between the regular Q8 and the more hardcore RS Q8. As far as prices go, that appears to be the case: the Q8 is priced at around Rs. 1.1 crore, while the RS Q8 sits at just under Rs. 2.5 crore.
Here is a look at how Audi plans to bridge the gap between the two and renew its onslaught against rivals such as Mercedes-Benz and BMW in the luxury SUV space.
"The Audi SQ8 strengthens our high-performance SUV line-up in India by offering a compelling balance of power, everyday usability and genuine, visceral performance. It is designed for customers who want a versatile luxury SUV that can be effortlessly comfortable during the week and truly exciting on the weekend," said Balbir Singh Dhillon, brand director, Audi India.
Let us start where it really matters to the high-performance luxury SUV buyer—the interior and creature comforts. As expected, there is four-zone climate control with the option of an ioniser, but Audi has also added a fragrance function, sparing you the ignominy of hanging a clunky car perfume. Park Assist with a 360-degree camera is a welcome addition for navigating crowded Indian cities. You also get the Audi Phone Box with wireless charging, power-latching doors (essentially a soft-close function), and an electric boot lid with an optional convenience key. The Bang & Olufsen 3D Premium Sound System with 17 speakers rounds out the cabin with a brilliant aural experience. Standard kit also includes the Audi Virtual Cockpit, MMI Navigation, MMI Touch Response, sport seats with S embossing, and optional seat ventilation and massage.
But what of the performance? Under the bonnet sits a sonorous 4.0-litre V8 TFSI petrol engine producing 500hp and 770Nm of peak torque. The 0-100kmph sprint takes 4.1 seconds and top speed is electronically limited to 250kmph. Audi's proprietary Quattro all-wheel-drive system is standard, as is adaptive air suspension, which delivers a supple ride without compromising handling. Aiding agility is all-wheel steering, giving the SQ8 an impressively short turning circle. Those who want still more can opt for active roll stabilisation and a sports differential.
Outside, the SQ8 gets Audi's HD Matrix LED headlamps, frameless doors—a nod to the silhouette of the rally-winning Audi Quattro of the 1980s—and a single-frame grille in aluminium look with a 2D Audi logo. Optional extras include 22-inch alloy wheels, ceramic brakes and anthracite brake calipers in place of the standard red ones bearing the S logo. Buyers also get a complimentary 10-year roadside assistance programme along with comprehensive maintenance and service packages.