Audi Q9 Horch: A Luxurious Step Revealing Audi’s Ambition to Rival Maybach at the Top

AudiUAE AudiKSA AudiEgypt AudiQatar AudiOman AudiKuwait AudiBahrain Audi is preparing to enter a new chapter of ultra luxury dominance with the upcoming launch of the Q9 Horch, a flagship SUV designed to place the brand directly against the Mercedes Maybach GLS in one of the most exclusive segments in the automotive world. The appearance of the camouflaged prototype on public roads coincided with Audi’s announcement of three new models arriving in 2026, positioning the Q9 Horch at the forefront of the largest product initiative in the brand’s modern history.

A Refined Front End Design That Elevates the New Luxury SUV’s Identity

With the Q9 Horch, Audi aims to redefine the full size luxury segment through an elegant design language and a prestigious presence befitting the brand’s most extravagant model. Although the prototype remained heavily camouflaged, several key details were still evident.

Expected exterior highlights:

• A new front grille with vertical slats giving the SUV a commanding presence.

• A redesigned front bumper that enhances the sophisticated character of the model.

• Extensive chrome detailing in the final production version to emphasize its upscale persona.

• Horch badging on the rear pillars to distinguish it as the top tier variant.

• A two tone paint option reflecting the aesthetics of high end luxury SUVs.

Through this approach, Audi is reviving the Horch philosophy previously showcased in the A8 L Horch, engineered to stand directly against Maybach with a stronger emphasis on pure luxury rather than performance alone.

A Refined Cabin Offering the Perfect Blend of Quiet Luxury and Advanced Technology

The Q9 Horch experience revolves around its cabin, which stands as the most defining element of the model’s identity. Audi is expected to elevate the level of luxury to heights never before seen in its lineup.

Expected cabin features:

• Two individual rear seats separated by a wide center console that ensures complete privacy.

• Massage, heating, and ventilation functions designed for maximum comfort during long journeys.

• A fully integrated rear entertainment system tailored for premium rear seat passengers.

• Elegant diamond pattern stitching and thick carpeting that enhance the sense of opulence.

• High end wooden trim pieces adorned with the Horch emblem to distinguish this flagship variant.

At the front, Audi equips the SUV with advanced technology for both the driver and front passenger, offering:

• A 11.9 inch digital instrument cluster.

• A 14.5 inch main infotainment screen.

• A dedicated 10.9 inch display for the front passenger.

These features are crafted not only for visual appeal, but also to reflect Audi’s commitment to creating a truly luxurious SUV that blends smart technology with exceptional build quality.

A New Chapter in Audi’s Plan to Rebuild Its Global Presence

Audi is moving to reinforce its position in the luxury automotive segment with the introduction of the Q9 Horch, a pivotal step aimed at recovering from recent declines and strengthening the brand’s competitiveness in the premium SUV category.

The key elements of this shift include:

• A drop in Audi’s global performance, with sales declining by 4.8% during the first nine months of the year due to weakened demand in China and North America.

• A decrease in profits from €2.1 billion to €1.6 billion, driven by U.S. tariffs, internal restructuring, and delays in developing a new shared electric platform within the VolkswagenUAE VolkswagenBahrain VolkswagenEgypt VolkswagenKSA VolkswagenKuwait VolkswagenOman VolkswagenQatar Volkswagen Group.

• Continued investment in expanding Audi’s product portfolio, including development of the next generation Q7 and updates to the high performance RS lineup.

• Work on a new compact electric model,expected to be the A2 e-tron or Q2 e-tron, which has already been spotted during testing.

• Positioning the Q9 Horch as a core strategy to strengthen Audi’s standing against ultra luxury SUV competitors such as the Mercedes Maybach GLS and BMW X7Bahrain BMW X7Egypt BMW X7KSA BMW X7Kuwait BMW X7Oman BMW X7Qatar BMW X7UAE BMW X7.

• Preparing the new flagship to usher in a phase where Audi leans heavily on advanced luxury and cutting edge technology to appeal to Gulf customers seeking an elevated driving experience and a commanding road presence.