Audi News: Rumorpile: Audi To Resurrect Horch For A Top-Line A8

[William Maley]

Audi is planning to bring back a long-defunct name for an ultra-luxurious version of the A8. Automotive News has learned from sources that the luxury automaker is planning to introduce top-line A8 with the Horch name.

Horch was a successful luxury brand in Germany during the 1920s and 1930s. In 1932, it would merge with Audi, DKW, and Wanderer to create Auto Union - what we know as Audi. Production of Horch vehicles would halt when World War II broke out. The brand would briefly would produce vehicles after the war before being shuttered. Audi has briefly toyed with the Horch name is the past two decades, going as far as creating mock-ups, but didn't go any farther.

The A8 Horch is expected to get more luxury features, along with a Horch logo on the flanks or C-Pillar - similar to what Mercedes-Benz does with the Mercedes-Maybach S-Class. Power is expected to come from twin-turbo W12 engine. According to AN, the regular A8 W12 is on hold, despite being market-ready. There is the possibility of an V8 being on offer as well.

Audi is planning to launch the Horch version of the A8 in two to three years, when the model is expected to be refreshed.

Source: Automotive News (Subscription Required)

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[G. David Felt]

If they have the Motors, why wait? Seems a silly move with everyone pushing their EV programs that they would wait till EV gets more established before doing an out of date V12 powered car. ?

[Drew Dowdell]

"Audi is the Latin translation of horch, from the German verb "horchen", which means "listen!" (compare English "hark")."

The Audi A8 Audi.... or translated from Latin to German... the Horch A8 Horch

[smk4565]

Isn’t a top of the line A8 a Bentley Flying Spur?

[balthazar]

Lunacy. A8 is dead- August US sales was THIRTY-TWO CARS.

[Robert Hall]

8 minutes ago, balthazar said:

Lunacy. A8 is dead- August US sales was THIRTY-TWO CARS.

Now that is exclusivity.  The S-class, 7-series, etc can't touch that volume. 

The Horch would be Horchtastic.  Maybe brand it the Horchata in Spanish-speaking countries. 

[Drew Dowdell]

25 minutes ago, balthazar said:

Lunacy. A8 is dead- August US sales was THIRTY-TWO CARS.

It's a shame because it's nicer than the LS and 7-series. 

[Robert Hall]

1 hour ago, Drew Dowdell said:

It's a shame because it's nicer than the LS and 7-series. 

Always liked the big Audis.  

[riviera74]

This might be a good idea.  If Audi were smart, they would apply the Horch to the Q5 and the Q7 instead of the A8.  Think the Avenir trim level in Buick.

[balthazar]

'Horch' sounds like a cartoon sound effect for vomiting.