by Rumors of a Horch version of the Audi Q9 refuted
Audi has officially refuted rumors about a possible luxury version of its new flagship SUV Q9 under the Horch brand. The brand’s management emphasizes that it does not currently plan to revive this historical name for production models.
Interior of the new Q9: a step forward, but not towards Maybach
Audi seeks to convince the public that the new Q9, the long-awaited flagship SUV, has received the most luxurious interior in the brand’s history. This is not hard to imagine, as most modern Audi interiors look somewhat restrained in terms of luxury, using cheap plastic and too many glossy black elements. The Q9 raises the bar, however, the company is not trying to compete with BMW Alpina or Mercedes-Maybach.
During a recent interview at an event dedicated to the presentation of the new Q9, Audi CEO Gernot Döllner answered questions about whether the company plans to use this SUV to elevate its status within the VW Group, and whether it risks stepping on the toes of Porsche and Bentley.
“My goal is to enhance the perception of the Audi brand. But we have to do this gradually and within the Volkswagen Group. We must understand our place in this brand cosmos. But I would say there is so much space that we are not limited at all. Except perhaps by the investment opportunities we have.”
Return of Horch will not happen
As early as November last year, reports emerged that Audi was developing an ultra-luxury version of the Q9 named Horch, which was supposed to become a competitor to the Mercedes-Maybach GLS. It was believed that this model would follow the path of the Chinese version of the Audi A8 L Horch, receiving exterior changes and an even more premium interior.
However, during the same interview, Döllner was directly asked whether there would be a Horch version for the Q9. His answer was unequivocal: “There are definitely no plans.”
“I would say we have a strong Audi brand, and for sporty models, RS and S. So we are quite satisfied with this lineup.”
Audi Q9 interior
Based on first impressions, the new Q9 really looks like a significant step forward in terms of luxury compared to other Audi models, although, of course, it is not as refined as a Maybach interior. The German brand, thankfully, has gotten rid of the terrible glossy black surfaces, but the Q9 still has the same curved display and passenger screen used in other Audi models, which does not quite evoke luxury and exclusivity.
Audi A8 L Horch
Thus, Audi clearly defines its boundaries: the new Q9 will be significantly more comfortable and higher quality, but will not attempt to compete with the most expensive representatives of the segment. The company is betting on a gradual increase in prestige without resorting to creating a separate sub-brand. This allows it to avoid internal competition with Bentley and Porsche, which are also part of the VW Group, and focus on strengthening Audi’s own position in the premium segment. The rejection of Horch indicates a pragmatic approach: instead of creating an expensive image project, the company invests in improving its main lineup, which could be a more effective strategy in the long term.
