Audi may be preparing to reposition its luxury hierarchy with the rumored introduction of a new flagship SUV bearing the historic Horch name. Recent spy shots suggest the forthcoming Q9—already expected to be the brand’s largest utility vehicle—could launch with an ultra-luxury derivative using Horch branding, drawing inspiration from the A8L Horch previously sold in China.
The rumor comes from a story over on TheDrive. If confirmed, the move could signal a shift in Audi’s strategy as the brand also contemplates the future of the A8 sedan. Long positioned as Audi’s flagship, the A8 now faces an uncertain path as global luxury markets continue to favor high-riding SUVs over traditional D-segment sedans. The market also appears to be favoring internal combustion engines and optional hybrid drivetrains like the Q9 is expected to offer while demand for full battery electric vehicles (BEV) seems to be slowing. Industry reports have indicated even Audi itself “doesn’t seem to know yet” what direction the A8 will take, despite the earlier grandsphere concept previewing potential next-generation design language.
The rumored Q9 Horch would serve as a logical successor in philosophy if not in form. Prototypes have shown a full-size SUV with distinctive vertical-slat grille detailing, extensive chrome trim, and extended rear doors—all hints at a long-wheelbase configuration designed for chauffeured comfort. Inside, a Q9 Horch would be expected to emphasize rear-seat luxury, mirroring the personalized craftsmanship, two-tone finishes, and bespoke interior materials that defined the A8L Horch.
Powertrain details remain unconfirmed, though sources suggest the range-topping Horch model could feature Audi’s 4.0-liter twin-turbocharged V8, possibly with mild-hybrid assistance, while standard Q9 models may rely on more conventional six-cylinder or plug-in hybrid powertrains. While an SQ9 is also planned, it’s worth recognizing that the S8 and A8L Horch were two different models with two different missions. That same logic likely also applies here.
One lingering begged technical question given all this talk of A8 and flagship models concerns the use of Audi’s aluminum space frame (ASF), a hallmark of the A8 since the 1990s. While the Q9’s rumored Horch variant might seem a natural candidate for such construction, it almost seems logical that Audi and the Volkswagen Group might forgo the lightweight aluminum-intensive chassis as an effort to hold costs in check. The Q9 project began development before the brand’s more recent strategic reconsideration of the A8, suggesting a conventional mixed-material platform was probably always the mission. With few exceptions, Audi tends to reserve its ASF construction for its sportscars and its flagship. Thus far, it’s never produced an SUV using ASF construction.
The Horch name itself carries historical resonance within Audi’s heritage. Founded by August Horch in the early 20th century, Horch was once a separate marque under the Auto Union umbrella—its emblem represented as the most luxurious of Auto Union’s original four rings, while Audi was another. The revival of the name in China with the A8L Horch brought freshened freshened branding complete with updated crowned H iconography and renewed focus on handcrafted luxury and brand storytelling, positioning it as Audi’s answer to Mercedes-Maybach. A Q9 Horch would quite likely extend that philosophy globally, this time catering to markets such as North America where SUVs dominate the upper end of the luxury segment.
If the A8’s future remains uncertain, a Q9 Horch could become Audi’s new de facto flagship—a “Q-ship” in the truest sense, marrying the brand’s engineering pedigree with a format more aligned to current buyer preferences. While Audi has yet to confirm any details publicly, the convergence of spy shots, luxury market trends, and heritage branding make the possibility of a Q9 Horch a compelling one.
Then again, this could just be a Q9 Horch bound for China only.
Whether it ultimately replaces or complements the A8, the rumored Q9 Horch represents Audi’s evolving vision of modern luxury—one that honors its storied past while adapting to a new era of demand for elevated, SUV-based opulence.
See spy photos of the test mule that caused this speculation over on TheDrive. Differences from the SQ9 photo by Stephan Barral used as a reference in this story are notable. The car in TheDrive’s spy photos appears to have vertical grille slats and an extended wheelbase.
