Audi decides on dual RS Q8 strategy

AUDI has adopted a two-pronged approach for its updated RS Q8 super SUV in Australia, announcing the return of a standard RS variant alongside the range-topping RS Performance for which Australian pricing was confirmed in April, in an attempt to capture different buyer preferences in the high-performance luxury SUV segment.

The decision to offer two distinct RS Q8 variants echoes the simultaneously introduced E-Tron GT electric four-door coupe in a strategic shift from previous RS models, where Audi Australia replaced a standard RS with the RS Performance model during generational or mid-life update changes due to high local customer demand for the most hardcore configuration.

Rivals Mercedes-AMG and BMW M have long taken a similar tack, respectively prioritising S and Competition variants of their hottest models for the Australian market.

Significantly, the $255,800 (before on-road costs and options) RS Q8 Performance has lapped the Nürburgring Nordschleife two seconds faster than Porsche's $370,600 + ORC Cayenne Turbo GT, earning Ingolstadt both SUV ’Ring king bragging rights and a rich source of banter at the Volkswagen Group Christmas party.

In an interview with GoAuto at the RS Q8 launch in South East Queensland, Audi Australia head of product Matthew Dale revealed the thinking behind offering both variants.

“There's a car for those performance enthusiasts, but there's also a car for those that want a twin-turbo V8 high performance SUV without all those bells and whistles as well,” Mr Dale said.

Starting at $230,900 plus on-road costs ($2600 more than before), the standard RS Q8 packs a carryover twin-turbo 4.0-litre V8 pumping out 441kW and 800Nm, good enough to punt this 2315kg missile from 0-100km/h in 3.8 seconds.

The RS Q8 Performance variant turns up the wick with 471kW and 850Nm, slashing the sprint time to 3.6 seconds – but there is more to the $24,900 price walk than extra grunt.

It outguns the slightly more affordable 460kW/750Nm BMW X6 M Competition ($250,900 + ORC) and 450kW/850Nm Mercedes-AMG GLE63 S AMG 4Matic+ Coupe ($268,900 + ORC) while undercutting the latter by $13,100.

“The sound of this (Performance), versus the standard RS Q8, it's more visceral,” Mr Dale enthused.

“The higher performance figures in terms of power, torque, faster 0-100, ceramic brake package. Every touchpoint around the car has been lifted in terms of performance.”

Across Audi's broader SUV range, S and RS variants typically account for 20-30 per cent of sales – a trend Mr Dale described as "very strong" across the Australian market.

It is a phenomenon replicated across genres from VW’s Golf GTI and R hot hatches to flagship metal at the highest echelons of the market.

“What we find is Australians love performance cars,” said Mr Dale, citing the RS6 and RS7 being replaced by top-tier Performance variants “just because of the appetite for the additional performance”.

SUV buyers are different to the dwindling number of passenger car purists, prompting the dual-model strategy.

“With SUVs, there's more volume and a broader customer set in the Australian market,” Mr Dale explained, justifying why the RS Q8 gets two variants while the RS6 and RS7 make do with Performance models only.

He said the RS Performance specifically targets customers seeking “supercar performance in an SUV body”.

Both RS Q8 variants have 48-volt mild-hybrid assistance and cylinder deactivation under light loads but given an official fuel consumption rating of 12.2 litres per 100km and CO2 emissions of 277 grams per kilometre, efficiency plays second fiddle to performance.

Standard kit across both models includes adaptive air suspension with RS-specific tuning, eight-speed automatic transmission with paddle-shifters, permanent all-wheel drive with self-locking centre differential and sport rear differential, along with adaptive air suspension and all-wheel steering that reduces the turning circle by approximately one metre at low speeds.

Beyond the more powerful engine, a key differentiation of the Performance variant is standard inclusion of ceramic-ceramic front brakes – described as “the world's largest” with 440mm rotors and 10-piston callipers – behind specific 23-inch forged wheels claimed to save 20kg overall, active roll stabilisation and Pirelli P Zero tyres specifically developed for the model.

Audi Australia senior product planning executive Esther Choi outlined the Performance variant's unique features including a special layout for the digital dash with white dials “to showcase that racing heritage look”, along with specific interior inlays and the option of blue stitching exclusive to the range-topper.

The standard RS Q8 arrives comprehensively equipped with 23-inch alloy wheels in six-spoke design (available in black or new Nerium Gold finish), matrix LED headlights with laser light, rear OLED lights, adaptive cruise control, surround-view cameras and a full suite of driver assistance systems.

Interior appointments include RS sport seats with integrated headrests, Valcona leather upholstery with perforated centre panels featuring the RS logo, four-zone climate control, ambient LED lighting with 30 colours and twin touchscreens loaded with the most comprehensive version of Audi’s MMI interface.

Both variants benefit from updates applied to the mainstream Q8 range a year ago including the new corporate identity with flat rings, redesigned front bumper and single-frame grille, plus digital daytime running lights and customisable rear OLED signatures that can display a chequered flag pattern unique to RS models.

The Performance variant's enhanced soundtrack comes courtesy of reduced sound insulation – approximately 5.5kg of damping material was removed – combined with the standard RS sports exhaust system featuring black oval tips.

Option packages are consistent across both variants, with the Sensory package ($9700) adding a 23-speaker, 1920-watt Bang & Olufsen audio setup, Dinamica headlining and front-seat massage function.

The matt carbon and black exterior styling package ($9800) brings carbon-fibre elements to the front spoiler, rear diffuser insert, mirror caps and single-frame surround, while RS design packages in grey, red or blue ($4100) add Alcantara steering wheels and Dinamica interior trim with colour-coordinated stitching.

2025 Audi RS Q8 pricing*

*Prices exclude on-road costs