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

[cawimmer430]

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.

Also Watch: Yes, Audi's New A8 Is The Most Tech Savvy Car In Its Class

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.


Link: https://www.carscoops.com/2018/09/audi-wants-revive-horch-brand-special-a8-maybach-rival/

[MexicoCityM3]

The VW group already has Bentley to play in that space with a ton more heritage.

[12,000 RPM]

There's nothing VWAG enjoys more than cannibalization. They will probably make a Bugatti sedan and SUV too.

[Laconian]

There's nothing VWAG enjoys more than cannibalization. They will probably make a Bugatti sedan and SUV too.

A lot of the cannibalization is due to crazy zillionaire family dynasty politics, right?

[AltinD]

There's nothing VWAG enjoys more than cannibalization. They will probably make a Bugatti sedan and SUV too.

They are seriously considering the later

[cawimmer430]

A lot of the cannibalization is due to crazy zillionaire family dynasty politics, right?

I think manufacturers think in terms of:

Our Product A and Product B interfere with each others sales. But as long as consumers buy either our Product A or our Product B and not ______________ [Insert Compeitor Name Here] Product XZY, it's all good!

[MexicoCityM3]

I think manufacturers think in terms of:

Our Product A and Product B interfere with each others sales. But as long as consumers buy either our Product A or our Product B and not ______________ [Insert Compeitor Name Here] Product XZY, it's all good!

And it is.

[FoMoJo]

Horch made some beautiful cars, especially in the mid to late 1930s.  However, it's not a well known brand and the name may be a little tricky.  Someone would ask "What kind of car is that?" "It's a Horch."  "Horse? "

[12,000 RPM]

YEs. Horsh, like Porsche without the "uh". They will make another company for the former Soviet bloc called "Borscht"

[Soup DeVille]

If they revive Horsch, they also need to start using the Auto Union, Wanderer and DKW names again.

[Galaxy]

If they revive Horsch, they also need to start using the Auto Union, Wanderer and DKW names again.

They did consider renaming the VW AG holding company into Auto Union when they bought Porsche. One of the main reasons given for not going through with that was that the word "Union" has a negative image in the english language. Not sure if it sounds any more lefty then Volkswagen.

[MX793]

They did consider renaming the VW AG holding company into Auto Union when they bought Porsche. One of the main reasons given for not going through with that was that the word "Union" has a negative image in the english language. Not sure if it sounds any more lefty then Volkswagen.

I wouldn't say that "Union" has a negative connotation in English.  Our President's annual national address is called the "State of the Union".  It's also a synonym for marriage.  Though the words "Auto Union" together does make me think of the UAW.