Audi’s biggest SUV is moving closer to showrooms, and it’s already clear the brand wants the Q9 to feel like more than just a stretched family hauler. The cabin preview points to a proper flagship brief, with serious comfort tech and a far richer atmosphere than Audi’s current SUV lineup. What it won’t become, though, is a Horch-badged Maybach GLS rival.
At a glance
- Audi CEO Gernot Döllner has said there are no plans for a Horch version of the upcoming Q9 SUV.
- The Q9 is still set to become Audi’s most luxurious SUV, with a huge panoramic sliding roof, a 22-speaker Bang & Olufsen audio system and available captain chairs.
- The decision means Audi is keeping the Q9 as a high-end brand flagship rather than spinning it into a separate ultra-luxury Maybach GLS-style derivative.
The Audi Q9 has been previewed with an interior that makes its role clear, sitting above the brand’s existing SUVs as the plushest utility vehicle Audi has built.
At a preview for the model, Audi CEO Gernot Döllner shut down talk of a Horch variant, making it clear that the Q9 won’t be used as a direct answer to the Mercedes-Maybach GLS.
Audi keeps Horch away from its new SUV flagship
The Horch name carries obvious potential for a more indulgent Audi, especially in markets where extended rear-seat comfort and chauffeur-friendly SUVs matter.
For now, Audi appears content to let the Q9 carry the flagship SUV role on its own rather than creating a separate badge strategy above it.
That’s a notable choice because the luxury SUV segment has moved upward quickly, with brands using bespoke trims, rear-cabin upgrades and heritage names to create distance from mainstream models.
The Q9 cabin is doing the heavy lifting
Even without a Horch version, the Q9’s interior preview suggests Audi isn’t being conservative.
The SUV gets the largest panoramic sliding roof ever fitted to an Audi, giving the cabin a more open feel and helping the rear compartment take on a lounge-like character.
A 22-speaker Bang & Olufsen sound system is also part of the luxury pitch, while the dashboard uses digital climate controls integrated into the touchscreen layout.
Materials include fine leather, cloth and leatherette, with subtle carbon fibre accents used to keep the cabin from feeling overly traditional.
Comfort tech without the separate ultra-luxury badge
Electric doors are among the more interesting details, particularly because the driver’s door can be closed using the brake pedal.
The centre console also incorporates MagSafe-style wireless charging, a small but useful convenience feature for daily use.
A bench seat will come as standard, while more indulgent captain chairs will also be offered for buyers who want a more spacious second-row experience.
That combination makes the Q9 feel aimed at owners who want Audi’s clean, tech-heavy luxury format in its largest SUV package, rather than a visibly separate coachbuilt-style statement.
Details & Specifications
| Brand | Audi |
|---|---|
| Model | Q9 |
| Vehicle type | Flagship luxury SUV |
| Luxury variant | No Horch version planned |
| Roof | Largest panoramic sliding roof fitted to an Audi |
| Audio | 22-speaker Bang & Olufsen sound system |
| Seating | Standard bench seat, available captain chairs |
| Convenience features | Electric doors and MagSafe-style wireless charging |
The Q9 may not become Audi’s Maybach fighter, but the previewed cabin shows the brand still wants a clear luxury flagship in SUV form.
For buyers who prefer a less theatrical approach to high-end German luxury, that may be exactly the point.
FAQ
What is the Audi Q9 Will Not Get a Horch?
Audi’s upcoming Q9 will sit at the top of the brand’s SUV range, but CEO Gernot Döllner has ruled out an ultra-luxury Horch version to rival the Mercedes-Maybach GLS. Audi’s biggest SUV is moving closer to showrooms, and it’s already clear the brand wants the Q9 to feel like more than just a stretched family hauler.
What changed on the Not Get a Horch?
Audi Q9 Will Not Get a Horch Flagship Variant Audi’s upcoming Q9 will sit at the top of the brand’s SUV range, but CEO Gernot Döllner has ruled out an ultra-luxury Horch… Audi CEO Gernot Döllner has ruled out a Horch version of the Q9, even as the SUV prepares to become the brand’s most luxurious high-riding flagship.
Is the Not Get a Horch built for daily use or performance driving?
Audi’s biggest SUV is moving closer to showrooms, and it’s already clear the brand wants the Q9 to feel like more than just a stretched family hauler. Audi’s upcoming Q9 will sit at the top of the brand’s SUV range, but CEO Gernot Döllner has ruled out an ultra-luxury Horch version to rival the Mercedes-Maybach GLS.
What performance details are confirmed for the Not Get a Horch?
Only details stated in the article should be treated as confirmed. The article does not assume pricing, production numbers, legal outcomes, dates, specifications, booking details or availability unless those details are explicitly included.
What cars should shoppers compare with the Not Get a Horch?
The safest comparisons are cars with similar body style, performance, price positioning, powertrain and buyer intent. Direct rivals should not be assumed unless the article names them.
