Audi is finally giving us a better look at what may become the most family-focused SUV in its modern lineup, and the big takeaway is simple: the new Q9 is going all in on space. Set to debut in full this summer before reaching U.S. showrooms later this year, the Q9 is positioned above the current Q7 and Q8 as Audi’s largest SUV yet. That alone makes it an important arrival for the brand, especially in a market where buyers continue to gravitate toward upscale three-row utilities that can do a little bit of everything.

From what Audi has revealed so far, the cabin appears to be the centerpiece. Three rows are standard, with seating for up to seven, and the brand seems determined to make sure the third row is more than just an occasional-use afterthought. The second row can be configured with either a three-seat bench or optional captain’s chairs, and Audi says the rear-most seats offer enough space for adults. That is the kind of detail people shopping in this segment actually care about, because a large luxury SUV only really works if all that size translates into real usability.

Comfort also sounds like a major priority throughout the cabin. Up front, Audi offers heated, ventilated, and massaging seats, while second-row passengers can also enjoy heated and ventilated cushions in the optional individual chairs. The front seats even feature speakers in the headrests and vibration functions tied to the audio system for a more immersive listening experience. It all sounds very premium, but also very intentional. Audi knows this vehicle needs to feel like a flagship from the inside out, and that means giving every row a sense of occasion rather than saving all the good stuff for the driver.

Audi is also leaning heavily into technology, though not always in ways everyone will love. The Q9 uses power-operated doors that can be opened or closed through the handle, touchscreen, key fob, or smartphone app, which is certainly a flashy addition for a mainstream luxury SUV. The center console includes dual wireless charging pads and large cupholders, helped by a compact column-mounted gear selector. At the same time, Audi continues the trend of moving more functions into the screen, including airflow adjustments for the dashboard vents. That may look sleek, but it is the sort of thing that tends to divide people who still prefer straightforward physical controls.

The cabin atmosphere itself appears to be another big part of the Q9’s appeal. Audi says its largest glass roof ever can dim in sections and block more than 99 percent of UV radiation, while ambient lighting plays an even larger role than usual. The panoramic roof includes 84 LEDs, and additional lighting spreads across the dash, doors, center console, and even seatbacks. There is also an interactive element that allows the lighting to shift with the music playing through the Bang & Olufsen sound system. It is a very modern luxury approach, one that seems aimed at turning the cabin into more of an experience than just a place to sit.

Perhaps the most encouraging detail is Audi’s renewed focus on materials. The brand built much of its reputation on interiors that felt exceptionally well made, but in recent years that edge has not always been as clear. The Q9 appears to be a conscious effort to correct that, dialing back glossy black plastic in favor of more tasteful matte finishes and introducing richer trim choices like alpaca wool upholstery and new wood accents. If Audi gets that part right, the Q9 could end up being more than just a larger SUV. It could be the vehicle that helps remind people why Audi interiors used to set the tone for the whole segment.