Audi on Tuesday introduced the SQ8 in India at an introductory price of ₹1.77 crore (ex-showroom), expanding its premium SUV line-up as it looks to strengthen its position in the high-end segment.

The SQ8 is slotted between the Q8 and the RS Q8 Performance in the company’s portfolio, marking a targeted expansion in its performance-oriented offerings. The move comes as luxury carmakers continue to deepen their presence in the upper end of the SUV market, where demand has remained relatively resilient.

Premium SUV portfolio gets sharper

With the addition of the SQ8, Audi is reinforcing its play in the large luxury SUV category, a segment that has seen steady traction among affluent buyers seeking a mix of performance and practicality.

The model is powered by a 4.0-litre V8 TFSI engine and is equipped with quattro all-wheel drive, adaptive air suspension, and all-wheel steering. These elements are designed to deliver both high-speed capability and everyday drivability.

Balbir Singh Dhillon, Head of Audi India, said the model is aimed at customers looking for a versatile performance SUV. “We are seeing growing interest in performance cars in India, particularly among younger buyers. The SQ8 broadens our offering in this space while retaining everyday usability,” he said.

Performance segment sees rising traction

The launch reflects a broader trend of luxury automakers introducing performance-focused models in India, as customer preferences evolve beyond conventional luxury toward more dynamic driving experiences.

Audi’s strategy has been to bring a wider range of global performance models to India, catering to a niche but expanding segment of buyers. The SQ8 fits into this approach as a bridge between standard luxury SUVs and more extreme performance variants.

The vehicle also offers performance-oriented enhancements such as a sport exhaust system and optional advanced suspension technologies aimed at improving handling and ride dynamics.

Feature-rich offering to support positioning

On the features front, the SQ8 comes with HD Matrix LED headlights with laser light, a panoramic sunroof, and a premium sound system from Bang & Olufsen.

The cabin includes sport seats, a flat-bottom steering wheel, and a multi-zone climate control system, along with digital interfaces and connected features.

Safety and assistance systems include eight airbags, park assist with a 360-degree camera, and driver assistance technologies.

Audi is offering the SQ8 with a 10-year roadside assistance package along with service plans, aimed at strengthening its ownership proposition in a competitive luxury market.