Here's Audi's next Q7 SUV and US-only SQ7, now with an RS V8
At night, the car projects its turn signals onto the road to alert other road users.
At night, the car projects its turn signals onto the road to alert other road users. This report comes from Ars Technica. The story centres on Here's
Read Full Story at Ars Technica →Why This Matters
The introduction of Audi’s refreshed Q7 and a U.S.-exclusive SQ7 with RS V8 power signals a strategic pivot toward high-performance luxury SUVs at a time when electrification dominates industry conversations. By combining traditional combustion engineering with cutting-edge projection technology, Audi is redefining how safety and innovation intersect in premium mobility—a move that could pressure rivals to accelerate similar features.
Background Context
Audi’s SQ7 has long been a benchmark for performance SUVs, leveraging its 4.0L V8 to deliver 503 horsepower without turbo lag. The U.S.-only model reflects the brand’s focus on North America’s appetite for high-octane variants, despite global trends favoring electrification. Meanwhile, the Q7’s projection-based turn signals align with Audi’s broader push into “light signature” technologies, a niche where Mercedes and BMW have also invested.
What Happens Next
Watch for Audi to expand this projection tech to other models, potentially making it a standard feature in its 2025 lineup. Regulatory scrutiny may also rise if projection systems become more widespread, as safety agencies weigh their effectiveness against distraction risks. Competitors like Porsche and Maserati could respond with similar innovations, intensifying the arms race in luxury SUV performance.
Bigger Picture
This development underscores a growing bifurcation in the luxury auto market: one path toward full electrification, and another embracing hybridized performance. As automakers balance sustainability pressures with consumer demand for power, Audi’s approach—prioritizing engineering prowess while dabbling in futuristic tech—suggests a hybrid strategy may dominate the near-term luxury segment.
