Audi is preparing a significant lineup overhaul for 2026, following a challenging period for the luxury automaker. Despite launching several new models like the A5, Q5, and A6, the Ingolstadt-based manufacturer experienced a 11.8 percent decline in vehicle sales last year, reaching 1,671,218 units. This downward trend continued into the first nine months of 2025, with shipments falling 4.8 percent to 1,175,765 vehicles.
This strategic shift comes after Audi canceled its Q8 E-Tron project and closed a factory in Brussels, marking a significant pivot from its earlier aggressive electrification strategy. The company is now planning three major debuts for 2026, according to a document shared with investors following the automaker’s third-quarter results.
The 2026 Debut Lineup
According to internal projections, the 2026 model year will feature three major debuts:
– The next-generation Q7, set to replace the current model
– The first Q9, representing Audi’s largest traditional SUV
– An entry-level electric vehicle, marking the automaker’s return to affordable models
The upcoming models reflect Audi’s recalibrated strategy. While the next Q7 will retain combustion engines, the larger Q9 will feature both gasoline and gas powertrains. TDI diesel variants will also remain relevant in the European market, where they continue to appeal to customers of luxury vehicles.
Entry-Level Electric Vehicle
The most affordable EV planned for 2026 will slot below the Q4 E-Tron. While it aims to revive the spirit of the classic A2, it will not feature Audi’s new design language, which was previewed in the Concept C sports car. This design constraint stems from the typical two-to-three-year gap between concept reveal and production implementation.
RS Performance Models
Audi is also preparing high-performance derivatives for existing models. While the company hasn’t finalized which RS models will debut in 2026, the RS5 is expected to make its appearance. Given Audi’s decision to phase out four-cylinder engines from its RS lineup and the declining popularity of inline-five engines, the upcoming RS5 will likely feature a V-6 engine with plug-in hybrid technology.
The RS6 is also expected to appear in 2026, presumably as a plug-in hybrid model with a larger V-8 engine. The company’s strategy of balancing performance and emissions regulations means electrification will likely influence even its highest-performance models.
Strategic Shift and Future Outlook
Audi’s planned model debuts represent a strategic recalibration following the company’s experience with pure electric vehicles. CEO Gernot Döllner has recently suggested that internal combustion engine models could remain part of Audi’s lineup for decades to come.
This balanced approach makes strategic sense in an industry where customer preferences remain divided between electric and combustion vehicles. The 2026 model year lineup, therefore, positions Audi to address diverse customer preferences while maintaining its luxury vehicle heritage.
“The 2026 debuts represent Audi’s calculated response to a complex market landscape,” industry analysts suggest. “By balancing combustion and electric offerings, the company demonstrates its understanding that customer preferences remain divided.”
The upcoming model year provides Audi with an opportunity to reverse its recent sales declines while maintaining its position as a leader in luxury vehicle innovation
