Audi’s New Heavyweight
The Audi Q9 will be one of the brand’s most important releases, helping it meet demand for large SUVs in the U.S. while reinforcing its position in the luxury segment. That positioning has raised questions about a potential Horch variant, which would give the automaker a direct competitor to the Mercedes-Maybach GLS.
In a previous interviewม Audi CEO Gernot Döllner said there were no plans to develop a Horch-badged Q9. However, a spy shot shared by Mr. Grey on Instagram shows what appears to be a camouflaged Q9 with different design cues from prototypes seen earlier. The car spotter captioned the post, “2027 [Audi] Q9 Horch.”
The Clues Are Up Front
Right off the bat, the front end features a vertical-slat grille, giving it a more luxurious look than the honeycomb grille seen on earlier prototypes. It is finished in black, however, which also adds some sporty appeal. This particular prototype also receives a revised lower bumper without the honeycomb pattern, though the multispoke wheels appear to be the same.
Given Döllner’s statement, this may not be a Horch variant, as the car spotter indicated. It is worth noting, however, that the Ingolstadt-based automaker applied to trademark the “SQ9” name earlier this year. In the brand’s naming convention, “S” is used for performance-oriented models, which could better complement this prototype’s blacked-out finish than the chrome typically associated with ultra-luxury SUVs such as the Mercedes-Maybach GLS.
If this ends up being a performance-oriented model, it could instead compete against the likes of the BMW X7-based Alpina XB7 and Mercedes-AMG GLS 63.
SH Proshots/Autoblog
America Before Everyone Else
More details should arrive soon, as the Q9 is just around the corner. The all-new nameplate will make its world premiere in the U.S. first this summer. Because it will be produced at the Volkswagen Group plant in Bratislava, Slovakia, it will be subject to U.S. import tariffs.
The German marque is also reportedly considering further expanding its SUV lineup with a body-on-frame model, possibly based on Scout Motor’s platform. That would give the company a rival to the Mercedes-Benz G-Class and Land Rover Defender, a segment BMW is also reportedly exploring. Whether a four-ring-badged body-on-frame SUV will come to fruition remains to be seen, but such a model could help Audi become more competitive as it continues to trail BMW and Mercedes-Benz in U.S. sales.
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