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Audi will revive the Horch name with the facelifted version of the A8. The current generation of Audi’s flagship full-size sedan will feature an ultra-luxurious trim level named after the long-discontinued brand Horch when the facelift is introduced three to four years from now. The car might come with a W12 engine like previous A8 L models but will not be stretched beyond the L’s wheelbase.
It will be almost 70 years since the last Horch was built, back in 1953, when Audi will introduce the nameplate again as a top-of-the-line trim package for the A8. Akin to Mercedes’ Maybach S model launched in 2015. It will mark Audi’s entry in the ultra-luxurious sector where it will also face brands like Bentley and Rolls-Royce.
Audi has learned from Mercedes’ past error, that of introducing Maybach as a separate brand, and will offer the A8 Horch as just a trim level under the Audi umbrella. It’s also unlikely that we’ll see the Horch moniker on the C-Pillars of other Audi sedans although Audi hasn’t ruled the idea completely out.
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