Audi AG will not position its upcoming Q9 SUV to compete directly with Maybach luxury models [1, 2].
This decision defines the boundaries of Audi's luxury expansion as it seeks to move up-market without cannibalizing the ultra-luxury segment occupied by other Volkswagen Group brands.
The company plans to unveil the Q9 in Munich, Germany, later this summer [3]. The vehicle is designed as a three-row luxury SUV [3] and will be released as a 2027 model [4].
Audi has ruled out the use of the historic Horch name for the Q9 [1]. While the automaker intends to elevate the vehicle's status, the strategy focuses on creating a luxury lounge experience rather than chasing the specific market tier held by Maybach [1, 5].
This positioning allows Audi to target a premium niche that sits above its current offerings, but remains distinct from the highest tier of luxury. The Q9 will emphasize interior space and high-end amenities to attract buyers seeking a more expansive luxury experience than the Q7 provides.
By avoiding the Horch branding, Audi maintains a streamlined identity for the Q9 while still pushing the boundaries of its current design and material standards. The vehicle will serve as the new flagship for the brand's SUV lineup as it enters the 2027 model year [4].
“Audi AG will not position its upcoming Q9 SUV to compete directly with Maybach luxury models”
Audi is attempting a delicate balancing act within the Volkswagen Group's portfolio. By eschewing the Horch name and avoiding a direct confrontation with Maybach, Audi can capture the 'high-luxury' segment without triggering internal brand conflict or overextending its identity into the ultra-luxury space. This suggests a strategy of incremental growth rather than a disruptive leap into the top-tier luxury market.
