Audi Wants To Revive Horch Brand With Special A8 As Maybach Rival

Mercedes has the Maybach models to cater to those looking for something more luxurious than the regular S-Class, and Audi could soon follow a similar route with the Horch nameplate.

A direct ancestor of Audi, the now defunct German brand was active at the beginning of the 20th century in the luxury car market.

Now, Audi appears to be interested in a Horch version of the A8. The flagship sedan could adopt the new moniker in a new range-topping version that might arrive within two to three years, with the facelifted iteration, AutoNews reports, quoting company insiders.

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The rumored Audi A8 Horch (name unconfirmed) is believed to get extra equipment inside, as well as the Horch logo on the flanks or C-pillar, and differently styled wheels. The body of the car won’t be stretched, while power should come from a twin-turbo W12 engine, but “the Horch line would also work with a V8”, commented a source with knowledge of the matter.

If everything goes as planned, and there is enough demand for a Horch-badged Audi A8, then the car manufacturer could expand the offering beyond the flagship sedan. For the moment, the Audi doesn’t have any concrete plans for other Horch models, but it hasn’t ruled them out either.

As for a possible standalone Horch brand, Audi doesn’t want to do the same mistake Daimler did in the 2000s, with the Maybach 57 and 62, whose sales were lower than expected.