On an early October night at a private estate an hour’s drive outside Toronto, a chef stood at the edge of a sprawling backyard patio, sheltered by sugar maple trees in the early stages of changing colour. He was filling delicately thin crêpe-like jianbing pastry rolls with lobster, bee pollen and tianminjiang sweet bean paste, then placing them into a row of sculptural wooden mannequin hands, where they waited on a table to be collected by an intimate group of guests. Three other appetizers and a signature cocktail had preceded this final starter, each of them just as thoughtfully considered and meticulously prepared. Meanwhile, another example of virtuosic skill sat parked on the adjacent lawn: the Audi Q9 — the German auto maker’s first full-sized luxury SUV, which was making its Canadian debut.
The theme of the evening was “the consequence of ideals,” highlighting the special level of success that can only be achieved when someone remains in constant pursuit of greatness — both throughout their career and their life. Audi, which has long pushed the industry’s limits in its pursuit of increasingly ambitious goals, understands this notion well. From bringing permanent all-wheel drive to rally racing in the 1980s to pioneering technologies like direct-fuel injection and LED lighting at 24 Hours of Le Mans, Audi has consistently embraced technological innovations that have proven critical to success — both on and off the race track. The Q9, the new flagship of Audi’s lineup, is the latest outcome of this ongoing pursuit of greatness, with each detail marking a significant leap forward. Its rear lights, for instance, are curved digital OLEDs — a world first, made possible by ultra-thin glass — that create a wider angle of illumination and reveal a captivatingly intricate geometric glow up close.
More evidence of what can be possible when someone holds themselves to the highest standards was waiting at each turn throughout the Q9’s launch evening. Everything from the menu to the venue and the attendees expressed the same ambitious spirit as the automotive guest of honour. That chef filling jianbing in the yard? He was none other than Jeremy Austin — who, along with his wife Cassie, runs the Michelin-starred Creemore restaurant The Pine, known for expertly harnessing local ingredients in its haute cuisine adaptations of Chinese street food. (The restaurant has a fun car connection, too: It operates from a converted gas station, and its staff wear olive green mechanic’s jumpsuits to honour that history.)
As for the night’s backdrop, the majestic landscaping spilled out in all directions, with a natural swimming pond in one corner and a handsome stone wall in another. Even the goat barn in the distance boasted its own quiet dignity. At the heart of it all was an uncompromising architectural marvel by AKB Architects that follows in the tradition of Mies van der Rohe’s Farnsworth House or Philip Johnson’s Glass House, using long, linear planes of floor-to-ceiling glass to dissolve the boundaries between indoors and out.
Mind you, the interior (by Nivek Remas) was plenty deserving of its own admiration. Museum-worthy artworks by the likes of David Hockney joined furnishings by design industry royalty like Sebastian Herkner and Oscar Niemeyer.
A central spiral staircase allowed guests to take in the full scope of this ambitious modern masterpiece — the kind of rigourous project that can only be achieved with a serious commitment to precision and craft.
As each guest was handed a glass of champagne, they stepped down to the lower parlour and took a seat for a salon-style chat (presented by TIME Canada) that featured music video visionary Director X in conversation with television anchor Cherly Hickey. Known for his work with Drake, Rihanna and Usher, Director X reflected on his own quest to stay at the top of his game throughout his career. For the audience — which included professionals and creatives from various disciplines who are all leaders in their respective fields — the discussion about constantly raising the bar and refining one’s technique touched on many of the values that have shaped their own lives.
From there, it was time to see how this same philosophy applies to the latest milestone in Audi’s century-long quest to propel automotive performance forward. Descending to the seven-car underground parking garage — a monastic, temple-like space lined in pure concrete — guests watched as a Q9 and SQ9 drove in to much fanfare. Apart from the sport performance of the SQ9, the two models are distinguished by their distinctive grilles: the Q9 features an illuminated linear pattern, while the SQ9 opts for an especially striking honeycomb hex grille. But in both cases, the pursuit of perfection has led to a vehicle that exceeds expectations in every regard.
Each new aspect reveals another layer of engineering and design refinement to appreciate. The Q9’s V6 twin turbo engine boasts 429 horsepower, accelerating from 0 to 100 kilometres per hour in just 5.2 seconds. The SQ9 goes even further, equipped with a robust V8 twin turbo engine and 591 horsepower to confidently move from zero to 100 kilometres per hour in an impressive 4.4 seconds. Both models cater specifically to those who aren’t used to being held back, offering approximately 90 more horsepower than the previous generation of V6 and V8 engines. Importantly, both also keep control firmly in the driver’s hands, whether they’re navigating wet road conditions or a sudden turn. And even though the Q9 is the largest Audi ever built, it maneuvers with welcome fluidity, featuring rear wheels that steer up to five degrees to help with tight city corner turns.
On the other hand, the extra space means that the passenger experience will be just as comfortable as the driver’s. Flexible options allow for interior configurations that suit one’s lifestyle, accommodating up to seven seats across three rows, or allowing for up to six captain’s chairs to keep seating consistently luxurious from the front row all the way back. Throughout the interior, Audi’s dedication to craft manifests in a sophisticated palette that includes warm, tactile finishes like nappa leather and fine-grain ash. An immersive sonic experience, courtesy of an imposing 4D Bang & Olufsen system, keeps the cabin sounding as atmospheric as it looks.
Having had time to admire both models inside and out, guests eventually made their way back upstairs to take a seat in a Jacques Guillon Cord chair at one of two long dining tables, below a spectacular light fixture that spanned the full length of the room, composed of dozens of petal-like glass panels. Here, the setting and the dishes that were brought out (which ranged from goose confit soaked in duck fat caramel to shacha-topped venison with bread pudding, all again courtesy of the talented team at The Pine) served as a final reminder that the only thing better than dreaming big is executing on those dreams. While it is increasingly rare to encounter an end result that isn’t limited by at least one significant compromise, the Q9 is a refreshing exception — the perfect vehicle for those who understand the value of pursuing the highest personal standards.
This content was published by Azure on behalf of Audi.
At Its Q9 Launch, Audi Showcases the Consequence of Ideals
The German auto maker’s first full-sized SUV lives up to the highest standards — and the rest of the vehicle’s launch event matched the same high bar.