Audi Q9: An Expert Look at the New Luxury SUV

Is Audi building a competitor to the Mercedes-Maybach GLS?

No. Audi's CEO, Gernot Döllner, has confirmed there are no plans for an ultra-luxurious "Horch" version of the Q9. The company's stated goal is to elevate the Audi brand's perception, but it must operate within the structure of the Volkswagen Group, which already includes top-tier luxury brands like Bentley and Porsche. Audi will not be directly challenging the ultra-luxury segment with the Q9.

What level of luxury does the Q9 actually offer?

The Q9 represents a significant improvement in interior quality for the brand. It moves away from the overuse of piano black surfaces and plastics that have been criticized in other models. While it is a step up in luxury for Audi, it is not a bespoke vehicle on the level of a Maybach. The Q9 shares key interior components, like its curved display and passenger screen, with the rest of the Audi lineup, which prevents it from feeling as exclusive as a dedicated ultra-luxury model.

How the Q9's luxury position is defined

Expectation

A fully bespoke ultra-luxury SUV with unique cabin design and Maybach-like exclusivity.

Reality

A noticeably more premium Audi SUV with improved materials, but shared screens and lineup components that keep it below the ultra-luxury tier.

What happened to the rumored Horch revival?

Speculation about a Horch-branded Q9 grew after Audi released a special A8 L Horch model exclusively for the Chinese market. This led many to believe the historic nameplate would be used for a top-tier SUV to compete with Maybach. However, Audi's leadership has directly denied these plans, stating they are satisfied with the current S and RS performance sub-brands for their specialized models.

Why the Horch rumor spread

Myth

The A8 L Horch launch meant Audi was preparing a Horch-branded Q9 SUV to take on Maybach.

Reality

Audi says there is no such plan and remains focused on its existing S and RS sub-brands for specialized positioning.

Where does the Q9 stand in the current SUV market?

The Audi Q9 is positioned as the brand's flagship, or "halo," SUV. It is designed to be the most luxurious vehicle in Audi's own lineup. In the broader market, it competes with standard high-end, full-size SUVs like the BMW X7 and the standard Mercedes-Benz GLS. It offers a clear step up in size and luxury from the Q7 and Q8 without entering the much higher price bracket of models from Maybach or Bentley.

Q9 market position at a glance

Model tier	Examples	Q9 relationship
Audi's internal flagship tier	Q9	Top SUV in Audi's own lineup
Premium full-size SUV tier	BMW X7, Mercedes-Benz GLS	Direct competitive set
Ultra-luxury SUV tier	Mercedes-Maybach GLS, Bentley SUVs	Above the Q9 in exclusivity and price