Audi Confirms No Horch Version of Q9, Rules Out Rivaling Maybach

In a recent preview event for the Q9, Audi CEO Gernot Döllner stated that while the all-new Q9 will be the largest and most luxurious SUV in the brand’s history, the company currently has no plans to launch a Horch version or position the model to compete directly with the Mercedes-Maybach GLS or enter the segment occupied by Porsche and Bentley. He emphasized that Audi’s goal is to gradually elevate brand perception and clarify its positioning within the Volkswagen Group, adding that the current product lineup—including the complete range of performance-oriented RS and S models—is already satisfactory. Rumors had previously circulated that Audi planned to develop a special Horch edition based on the Q9, extending the strategy used for the A8 L Horch in the Chinese market. However, when directly asked about this possibility, Döllner explicitly denied any such plans. The Q9 will primarily target the U.S., Chinese, and Middle Eastern markets and will also be sold in other regions. According to multiple sources, the vehicle will be introduced in China by FAW Audi and is expected to launch in the first quarter of 2027. The new digital cockpit features a three-screen layout: an 11.9-inch curved display for the driver’s instrument cluster, a 14.5-inch curved central infotainment screen, and a flat passenger-side display—reported to be either 11.9 inches or 10.9 inches, possibly offered as an optional feature. The final configuration has not yet been confirmed. This cockpit design closely resembles the AI-powered cabin found in the Audi A6 e-tron and Q6 e-tron.