Report: Audi Plans to Go the Maybach Route with Horch

The Horch name may finally make its triumphant return as a report from Automotive News suggests that a powerful and fancy version of the A8 will wear the badge.

Though not entirely dissimilar to the way Mercedes operates Maybach now, Audi won’t make the same mistake offering a distinct lineup. As it stands, the Horch name will only be a trim level, and will only be available on the A8.

Company insiders told AN that the name would best serve the W12 version of the A8, which is ready for production but on hold. Whatever becomes of that particular variant, though, the insiders also said that the name could work on a V8.

In either case, it will be a high content version, with special wheels, badging, and more.

Unfortunately, if you’re interested in buying a Horch A8, you’ll have to wait until the still quite new A8 is refreshed in a few years, because it won’t be available before then.

Horch, one of the four rings in the Audi badge, was a luxury manufacturer between 1900 and 1940. The company was first launched by August Horch, but troubles with the company’s CFO pushed him out. Still eager to make cars but unable to use his last name, August was encouraged to use the latin version of his name, “Audi,” instead.

As part of Auto Union, Horch’s Zwickau plant took over racing duty, creating the famous Grand Prix cars that are still legendary today (and inspired the Rosemeyer concept, which in turn inspired the R8).

[source: Automotive News]


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