Audi Say Its Q9 Luxury SUV Will Not Chase The Maybach

The new Q9, Audi’s eagerly anticipated halo SUV, is said to have the most opulent cabin. Given that the majority of modern Audi cabins are a touch underwhelming in terms of luxury, with some cheap plastics and an excessive amount of piano black components, it’s not difficult to believe.

Audi has refrained from pursuing the Maybach side of Mercedes or the BMW Alpina, but the Q9 elevates the game. Gernot Döllner, the CEO of Audi, was asked during a recent interview at a preview event for the new Q9 whether the company wants to use the SUV to elevate its standing within the VW Group or if it runs the risk of overtaking Porsche and Bentley.

“It is my mission to boost the perception of the Audi brand,” he told CarBuzz. However, we must accomplish that within the Volkswagen Group and step-by-step. We must determine our place in that brand universe. However, I believe that there is so much room that we are completely unrestricted. Perhaps only through our available investment alternatives.

It was reported as recently as November of last year that Audi was creating an ultra-luxurious version of the Q9 under the Horch nameplate with the intention of competing with the Mercedes-Maybach GLS. It was widely believed that this model would follow in the footsteps of the China-only Audi A8 L Horch, with an upgraded interior and exterior modifications.

But Děner was specifically asked if there would be a Horch version of the Q9 during the same interview. His answer? “There are no plans at all.”

“We have the powerful Audi name, and we have the RS and S for the sportier cars. Thus, we are really pleased with that lineup. Although it’s clearly not as elegant as a Maybach’s cabin, the new Q9 does seem to be a good step forward in terms of luxury from previous Audi models.

The Q9 still has the same curved display and passenger screen seen throughout the Audi lineup, which doesn’t exactly scream luxury or exclusivity. Fortunately, the German company has abandoned its terrible piano-black finishes.

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