Audi’s CEO Says the Brand Has Untapped Ultra-Luxury Potential

[Source: CarBuzz]

For years Audi has comfortably occupied the premium luxury space between BMW and Mercedes-Benz on one side and Bentley on the other. But according to a report by CarBuzz, Audi may have ambitions to climb even higher up the luxury ladder. And unlike its German rivals, Audi appears determined to do it under the strength of the four rings alone.

Speaking during a media roundtable ahead of the reveal of the interior of the all-new Audi Q9, CEO Gernot Döllner, made it clear that Audi wants to elevate its image further into the ultra-luxury space. Mercedes-Benz has Maybach. BMW recently revived Alpina under factory ownership. Audi, however, does not seem interested in dusting off historic nameplates to chase the same buyers.

That is somewhat surprising because Audi already has a prestigious historical brand sitting on the shelf: Horch. The Horch name dates back to the very origins of the company and was briefly revived in China on the ultra-luxury Audi A8 L Horch. The stretched sedan was designed to compete directly with the Mercedes-Maybach S-Class.

Still, Döllner says there are currently no plans to expand Horch globally. Instead, Audi believes the existing Audi, S, and RS branding already carries enough weight to move the company further upscale.

The interesting part for enthusiasts is what this could mean for future models. Audi’s upcoming Q9 flagship SUV appears perfectly positioned to test the waters. The Q9 will become Audi’s first true full-size luxury SUV, aimed squarely at high-end versions of the Mercedes-Benz GLS, BMW X7, and even lower trims of the Bentley Bentayga.

Audi executives insist there are currently no plans for an ultra-opulent two-row Q9 with reclining airline-style rear seats, but the possibility feels hard to ignore. There is already a massive pricing gap between top Audi SUVs and comparable Porsche or Bentley models inside the broader Volkswagen Group family. That leaves Audi plenty of room to move upward without directly cannibalizing Bentley or Porsche sales.

The bigger question is whether buyers are ready to see Audi as more than just a premium brand. Judging by Döllner’s comments, Audi certainly believes there is space at the top for another player. And if the Q9 delivers the kind of craftsmanship and technology Audi is promising, the four rings may soon find themselves competing in a very different league.