Audi has built a new flagship SUV, and because apparently normal-sized cars are no longer sufficient for anyone, it is absolutely enormous.

The all-new Audi Q9, the biggest Audi ever made. At 5,310mm long and 2,210mm wide, it is less “SUV” and more “small municipal building”. Prices start at £103,900 in the UK, which is a considerable amount of money to spend on something that could probably be seen from space.

Under the bonnet, British buyers initially get a 3.0-litre V6 diesel producing 299PS and a hefty 630Nm of torque. It also gets Audi’s MHEV plus mild-hybrid system, an electric-powered compressor, an eight-speed Tiptronic gearbox and quattro all-wheel drive.

So, despite its considerable bulk, it should move rather briskly.

And then there is the interior. Seven people can travel in considerable comfort, with electrically adjustable and heated seats across all three rows. Go for the top-spec Vorsprung and Audi will happily take another £5,000 for the Lounge Pack, turning the Q9 into a six-seat luxury lounge complete with ventilated, massaging seats.

Naturally, the technology list is enormous too. Edition 1 gets 22-inch wheels, Matrix LED headlights, adaptive air suspension, all-wheel steering, Nappa leather, a panoramic roof and Bang & Olufsen 3D audio.

The Vorsprung goes completely over the top, adding 23-inch wheels, Digital Matrix LEDs, curved Digital OLED rear lights, illuminated exterior details, 4D audio, 3D cameras and automatic doors.

In other words, the Q9 isn’t merely Audi’s biggest SUV. It is Audi asking a very simple question:

How much luxury can you fit into something this enormous?