Photo Courtesy: Audi.For months, speculation suggested Audi could use its largest SUV to move into a more exclusive luxury tier.The upcoming Q9 is expected to become Audi’s biggest and most luxurious SUV, giving the brand a long-awaited rival for models such as the Mercedes-Benz GLS and BMW X7. Some reports and observers went further, suggesting Audi could use the historic Horch name to create a richer version aimed closer to Mercedes-Maybach territory.Audi leadership has now cooled that idea.AdvertisementAdvertisementGernot Döllner, Audi’s CEO, has signaled that the company wants to raise the perception of Audi itself rather than relaunch Horch as a separate Maybach-style luxury label. That leaves the Q9 on track to become a new flagship for the four-ring brand, but not a Horch-badged ultra-luxury offshoot.Audi Is Not Turning The Q9 Into A Maybach RivalPhoto Courtesy: Autorepublika.Audi still wants to strengthen its image at the top end of the luxury market. The difference is in how the company appears to be approaching that goal.Instead of creating a Horch version of the Q9 to chase Mercedes-Maybach directly, Audi appears focused on making the standard Audi brand feel more premium. That is a different strategy from Mercedes-Benz, which uses Maybach to sit above regular Mercedes luxury models.The speculation was understandable. Audi has the engineering resources, luxury-car history, and Volkswagen Group scale to move further upmarket. It also already uses the Horch name in China on the A8 L Horch, a more prestigious version of its flagship sedan.AdvertisementAdvertisementFor now, though, the Q9 appears set to remain an Audi. It may become the brand’s most important luxury SUV, but Audi is not currently presenting it as the start of a new Horch product line.The Horch Name Has Deep Audi HistoryThe Horch name is not a random badge from Audi’s past. It is tied directly to the company’s origin story.August Horch founded the original Horch company in the early 20th century. After leaving that business, he could no longer use his own surname for a new car company. The solution became one of the most important names in German automotive history.In German, “horch” means “listen.” The Latin equivalent is “audi.” That translation gave the new company its name.AdvertisementAdvertisementHorch later became one of the four brands that formed Auto Union, whose legacy is still represented by Audi’s four-ring logo. Before World War II, Horch was known for large luxury cars that competed with some of Europe’s most prestigious manufacturers.That history explains why the badge still attracts attention. If Audi ever wanted a name to sit above its normal luxury models, Horch would be the obvious candidate.China Already Gets An A8 L HorchPhoto Courtesy: Autorepublika.Audi revived the Horch name in 2021 with the A8 L Horch, a China-market version of its flagship sedan.That model was created for buyers who wanted more rear-seat luxury than the standard A8 L. It brought a longer wheelbase, a more exclusive rear cabin, unique exterior details, special wheels, richer trim, and Horch branding inside and outside.AdvertisementAdvertisementIts role was clear. In China, the A8 L Horch gave Audi a more prestigious sedan to place against cars such as the Mercedes-Maybach S-Class, while bringing a historic German luxury name back into a modern showroom.That is why the Q9 rumors gained traction. If Audi already used Horch on a China-market A8, it was easy to imagine the name appearing on a huge flagship SUV.Döllner’s comments now point in another direction. Audi may still want more luxury credibility, but the company does not appear ready to spread Horch across its global SUV lineup.The Q9 Still Matters For Audi’s FutureThe lack of a Horch badge does not make the Q9 less important. Audi has needed a larger three-row luxury SUV for years, especially in markets where big premium utility vehicles sell strongly.AdvertisementAdvertisementThe Q9 will sit above the Q7 and become the flagship of Audi’s SUV range. Audi has already previewed the cabin, describing the new model as its first large full-size SUV and showing an interior designed around family use, business travel, and long-distance comfort.The interior preview points to six- and seven-seat layouts, easier third-row access, electrically powered doors, a large panoramic glass roof with switchable transparency, and a more lounge-like rear cabin than Audi’s smaller SUVs can offer.That positioning makes the Q9 especially important for North America, where large luxury SUVs remain central to the premium market. It also gives Audi a more direct answer to the Mercedes-Benz GLS, BMW X7, Cadillac Escalade, Lincoln Navigator, and Range Rover.Powertrain details have not been fully released. Current reporting points to gasoline and plug-in hybrid drivetrains rather than a fully electric Q9. That would allow Audi to keep the model close to traditional luxury SUV expectations while still meeting stricter emissions demands.Audi Wants Luxury Without The Horch BadgePhoto Courtesy: Autorepublika.The Q9 is expected to be built in Bratislava, Slovakia, where the Volkswagen Group already has deep experience producing large premium vehicles. That gives Audi a proven production base, although it also means the SUV could face tariff pressure when imported into the United States.AdvertisementAdvertisementThe model’s main job is not to become a Bentley Bentayga or Mercedes-Maybach GLS rival. It is to give Audi a proper full-size luxury SUV that can compete by space, technology, comfort, and brand strength against the GLS and X7.That may be the smarter move for now. Audi does not need a separate Horch identity to improve its position if the Q9 can make the regular Audi badge feel richer, more comfortable, and more convincing at the top of the SUV market.The risk is that Audi has less room for theatrical luxury than Mercedes-Maybach or Bentley. The opportunity is that a strong Q9 could lift the whole brand without forcing Audi into a subbrand strategy it is not ready to support globally.For now, the message is clear. The Audi Q9 is moving toward flagship status, but the Horch name is staying on the sidelines.AdvertisementAdvertisementThis article was originally published by Autorepublika.com and is republished with permission. It has been reviewed and edited by Guessing Headlights.If you want more stories like this, follow Guessing Headlights on Yahoo so you don’t miss what’s coming next.