Forget the Maybach: Audi’s New Q9 Horch Just Got Spotted – And It’s Massive

Audi’s Bold Move: The Q9 Horch Is Coming to Challenge the Maybach GLS

The luxury SUV segment is about to witness a heavyweight clash. For years, the Mercedes-Maybach GLS has reigned supreme in the ultra-luxury full-size SUV class. However, Audi has officially entered the ring. Spy photographers have caught the upcoming Audi Q9 Horch testing in public, and it is clear that this new flagship is laser-focused on dethroning the Maybach.

Here is everything you need to know about Audi’s new “crown jewel.”

What is the Audi Q9 Horch?

The “Horch” name is not a new marketing gimmick; it is a revival of one of Germany’s most prestigious automotive names. August Horch founded the company in 1899, and he later founded Audi (which translates to “listen” in Latin) . Audi previously used the Horch badge for the ultra-luxurious A8 L Horch in China, and they are now expanding it to their first-ever full-size SUV: the Q9.

Positioned above the standard Q7 (and the upcoming new Q7), the Q9 is Audi’s largest SUV to date. The Horch version takes this massive platform and injects it with Rolls-Royce-level ambition to rival the Mercedes-Maybach GLS 600.

Design: Bigger, Bolder, and More Majestic

Even under heavy camouflage, the Q9 Horch exudes presence. The prototype features an enormous, upright front grille with vertical slats, which gives it a more commanding and luxurious stance compared to standard Audi SUVs . Expect the production model to feature significant chrome accents, exclusive “H crown” wheels, and likely a two-tone paint job to match its high-end rivals.

The sheer size of the vehicle is its primary weapon. It is expected to surpass the dimensions of the BMW X7 and the Mercedes-Maybach GLS, offering immense road presence.

The “First-Class” Interior

While spy photographers couldn’t capture the interior, insiders suggest that the Q9 Horch will be a haven for rear-seat passengers . Unlike a standard luxury SUV, the Horch is expected to feature:

• Executive Rear Seats: Two individual seats separated by a large center console, similar to first-class airline seating .

• Ultimate Comfort: Heating, ventilation, and multiple massage functions are expected to be standard for the rear occupants .

• Technology: Rear-seat entertainment systems, deep-pile carpets, wood inlays, and Horch-specific badging to create a bespoke atmosphere .

Up front, the driver will be greeted by Audi’s latest “Digital Stage”: an 11.9-inch digital gauge cluster, a 14.5-inch infotainment touchscreen, and a 10.9-inch passenger display .

Under the Hood: V8 Power

To compete with the Maybach GLS’s V8, Audi is expected to rely on a familiar powerhouse. The top-tier Q9 Horch is rumored to use a 4.0-liter twin-turbo V8 engine, likely paired with a 48-volt mild-hybrid system .

Sources indicate this setup will produce approximately 460 horsepower and 660 Nm of torque, providing the effortless acceleration expected of a top-tier luxury SUV . It will also feature the legendary quattro all-wheel-drive system as standard .

The Elephant in the Room: CEO Denies “Horch” Plans?

There is a significant plot twist. While the spy photos are undeniable, Audi CEO Gernot Döllner has publicly stated that there are “definitely no plans” for a Q9 Horch .

This has created a fascinating situation in the automotive world. The CEO insists that while they want to elevate the Audi brand, they must do so “step by step” without cannibalizing Bentley, which is also part of the VW Group .

However, the spy shots suggest otherwise. It is possible that the vehicle spotted is simply the highest-tier “regular” Q9—a “fully loaded” version intended to compete with the Maybach without officially reviving the Horch nameplate . Or, Audi is simply trying to keep the project under wraps until the official reveal in the summer of 2026 .

The Competitor: The New Mercedes-Maybach GLS

Mercedes isn’t standing still. The 2026 Mercedes-Maybach GLS has just been updated with an illuminated grille, a more powerful electrified V8, and an ultra-luxurious interior that features a new calf-massage function for the executive rear seats .

This makes the battle even more intense. If Audi wants to steal market share from Mercedes, the Q9 (whether Horch or not) must offer a compelling blend of technology, comfort, and brand prestige.

Conclusion: A New Era for Audi Luxury

Whether it is officially called “Horch” or simply the “Q9 Ultimate,” Audi is clearly developing a dedicated flagship to take on the ultra-luxury SUV segment. With a commanding design, a powerful V8, and a likely “first-class” rear cabin, it is set to challenge the dominance of the Mercedes-Maybach GLS.

Keep your eyes peeled for the official unveiling later this year . The battle for the top of the luxury SUV mountain is about to get very interesting.