3 Minutes
Audi's new flagship takes aim at Maybach
Audi is preparing to enter the ultra-luxury SUV arena with the Q9 Horch, a flagship model intended to go head-to-head with the Mercedes‑Maybach GLS. Recent spy photos of a heavily camouflaged prototype confirm the Q9 Horch is real and that Audi is focusing its ambitions on rear-seat comfort, high-end materials, and a distinct visual identity to separate it from the standard Q9 and the rest of the market.
Design cues and exterior details
Although the test mule wore heavy disguises, several signature elements are already apparent. Expect a reworked front bumper, a vertical‑slat grille with more chrome trim, and Horch badging on the rear pillars—an homage to one of Audi's founders and a sub-brand strategy similar to Maybach for Mercedes. Optional two‑tone paint and exclusive "H crown" wheels are also likely, mirroring Audi’s approach with the A8 L Horch.
Interior: built around rear-seat luxury
The Q9 Horch appears to place the cabin and rear-passenger experience front and center. While spy photographers haven’t captured the full interior yet, industry insiders expect:
- Two individual rear seats separated by a wide central console
- Heated, ventilated and massaging seat functions
- Rear entertainment screens and advanced infotainment options
- Diamond‑stitch leather upholstery and plush, thick carpeting
Front occupants won’t be left wanting either: anticipate a digital instrument cluster, a large central infotainment screen, and a third display for the front passenger—setting a modern, tech‑forward tone throughout the cabin.
Powertrain and performance
Official powertrain details remain unconfirmed, but the standard Q9 lineup will likely include conventional petrol engines and plug‑in hybrid variants. The Horch flagship is expected to use the most powerful option available—rumors point to a 4.0‑liter twin‑turbo V8—delivering the refinement and performance buyers in this segment expect.
Audi plans to unveil the Q9 Horch next year as part of its largest product rollout in company history, alongside a new Q7 generation and a new electric model based on a fresh platform.
Market positioning and strategy
Audi’s timing is telling: the brand reported a 4.8% sales decline in the first nine months of the year and is clearly aiming to recapture market share in key regions with flagship models. The Q9 Horch is not just a new model—it's a statement that Audi wants a stronger foothold among high‑net‑worth luxury SUV buyers.
"This car is about quiet authority and rear‑seat pampering," says an industry analyst. "It’s Audi’s bid to offer a true chauffeur‑friendly alternative to the Maybach GLS."
Highlights:
- Ultra-luxury focus on rear-seat comfort
- Distinct Horch styling and exclusive options
- Expected top-tier 4.0 V8 twin‑turbo for flagship model
Whether Audi’s Horch sub‑brand will shift buying patterns remains to be seen, but the Q9 Horch looks set to be one of next year’s most talked‑about luxury SUVs.
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