In the United States, Gernot Döllner took over as CEO and Chairman of the Board of Management of Audi AG on September 1, 2023. Nearly three years later, the first vehicles reflecting his vision have been unveiled. The next-generation Q7 is a redesigned version of Audi's popular midsize, three-row SUV, while the Q9 is a new, larger, three-row, full-size SUV aimed at competing with the Mercedes-Benz GLS and BMW X7. Although Döllner did not initiate the Q9 project, he expressed satisfaction with the decision made by his predecessor, Markus Duesmann, to enter the full-size SUV market in the U.S. Döllner emphasized the importance of customer feedback in shaping the new models, which he has personally overseen since joining Audi two-and-a-half years ago. His team focused on enhancing technology, comfort, materials, and features, resulting in significant improvements in the interior design, including a reworked center console and larger cup holders. Döllner is particularly proud of the Q9's door handles, which were revised shortly before the model's preview, showcasing the team's ability to adapt quickly to customer needs. He believes that these changes are part of a broader strategy to build a global brand that balances innovation with a return to Audi's roots. Döllner aims to listen more closely to U.S. customers to ensure that Audi products meet their expectations, acknowledging the challenges of creating a product that is perfect for the U.S. market while maintaining European standards. This approach is intended to set Audi up for future success, particularly in the competitive U.S. automotive landscape.