Audi Confirms Q9 Will Not Have Horch Version

Audi has confirmed it won’t turn the Q9 into a direct rival for the Mercedes-Maybach GLS. Brand boss Gernot Döllner said there are no plans for a Horch variant, despite rumors that had been circulating since last year.

That doesn’t mean the Q9 isn’t important. It will be Audi’s flagship SUV, designed to elevate the brand’s luxury image. Döllner explained that the goal is to raise Audi’s perception, but the company will take a gradual approach, keeping in mind its place within the Volkswagen Group. With Porsche and Bentley already in the family, an aggressive push into ultra-luxury could create internal competition.

A Horch version of the Q9 had seemed like a logical next step. Audi already sells the A8 L Horch in China – a more upscale sedan aimed at the local market. According to speculation, a similar treatment could have been applied to the Q9: unique trim, a plusher interior, emphasis on rear-seat comfort, and a direct challenge to the Mercedes-Maybach GLS. But Döllner put those rumors to rest, stating flatly that there are no such plans.

Instead of launching a separate luxury sub-brand, Audi is focusing on strengthening its main brand. Performance models will continue under the S and RS banners. The Q9 is meant to be a step forward in interior quality: less glossy black plastic, more premium materials, and a more solid feel overall. The dashboard layout will still be familiar, with a curved display and a separate passenger screen, similar to other new Audi models.

For buyers, this means clearer positioning. The Q9 will be Audi’s most expensive and prestigious SUV, but it won’t compete with the Maybach’s overt opulence or limousine-like rear quarters. Audi wants to be seen as more upscale, without trying to rewrite the group’s hierarchy.

The result is a flagship without overblown grandeur: the Q9 will top Audi’s range, not pick a fight with brands that already define luxury as a genre of its own.