Audi Targets Mercedes-Maybach with Q9 Horch SUV: Spy Images

      Stefan Baldauf / SB-Medien

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      Audi is preparing to make another play for the tier-one luxury market with the introduction of a new Q9 SUV under the Horch brand. This will be the first SUV to feature the Horch emblem. Just as Maybach is a nod to Mercedes, Horch represents Audi's historical roots. Horch—or Horchwerke—was one of the four manufacturers (alongside DKW, Audi, and Wanderer) that merged in the early 1930s to form Auto Union, which later evolved into the Audi we recognize today.

      Although Horch does not carry the same prestige in America as brands like Rolls-Royce, Bentley, or Maybach, its heritage is significant. The name was associated with luxury sedans and roadsters prior to the Auto Union merger, and Audi is expected to equip this model with lavish features (and set a correspondingly steep price).

      While the prototype is still largely concealed, one feature that stands out is the grille. The prominent vertical slats are reminiscent of the Horch design, similar to a circa ~1940 Horch sedan that our own Joel Feder photographed at the Goodwood Revival earlier this year.

      Our insiders anticipate additional features, such as two-tone paint and captain’s chairs in the second and third rows, along with a wide range of customization options from the “Audi Exclusive” catalog. In essence, the only limitation on personalizing this vehicle will probably be your financial resources.

      The Q9 Horch is predicted to be equipped with a gas engine—likely a mild-hybrid—featuring a standard twin-turbo V8, with a turbocharged V6 as a potential option. We may also see a plug-in hybrid version, particularly for the European market, though an all-electric variant is not anticipated.

      According to our sources, the Audi Q9 Horch is expected to make its debut in Europe no earlier than 2027, with a U.S. launch likely occurring a year later (if it is introduced at all). Stay updated.

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