The Audi Q9 is expected to become one of the brand’s most significant launches, strengthening Audi’s presence in the large luxury SUV segment in the United States. A newly spotted prototype has renewed speculation about a premium version, despite previous comments from Audi CEO Gernot Döllner that there were no plans for a Horch-badged Q9.
New Prototype Shows Distinctive Front-End Design
A spy photo shared by Mr. Grey on Instagram appears to show a camouflaged Audi Q9 prototype featuring styling details not seen on earlier test vehicles. The post identified the SUV as a “2027 Audi Q9 Horch.”
The most noticeable change is the front grille, which adopts a vertical-slat design instead of the honeycomb grille seen on previous prototypes. Finished in black, the grille gives the SUV a more upscale appearance while also adding a sportier look.
The prototype also features a revised lower front bumper without the earlier honeycomb pattern. Its multispoke wheels, however, appear to match those fitted to previous test vehicles.
Horch or Something Else?
Although the prototype has fueled speculation about a Horch variant, Gernot Döllner previously stated that Audi has no plans to develop a Horch-branded Q9.
Another possibility is that the vehicle could represent a performance-focused model. Earlier this year, the Ingolstadt-based automaker applied to trademark the “SQ9” name. Under Audi’s naming convention, the “S” designation is reserved for performance-oriented models.
The prototype’s black exterior accents could align more closely with a performance model than with the chrome-heavy styling typically associated with ultra-luxury SUVs such as the Mercedes-Maybach GLS.
If the vehicle proves to be a performance variant, it could compete with models including the BMW X7-based Alpina XB7 and the Mercedes-AMG GLS 63.
U.S. Debut Planned This Summer
Additional details are expected soon, as the all-new Audi Q9 is nearing its official debut. The new SUV is scheduled to make its world premiere in the United States first this summer.
The Q9 will be produced at the Volkswagen Group plant in Bratislava, Slovakia. As a result, it will be subject to U.S. import tariffs.
Audi May Expand Its SUV Portfolio Further
Audi is also reportedly considering expanding its SUV lineup with a body-on-frame model that could be based on Scout Motor’s platform.
Such a vehicle would position the brand against models including the Mercedes-Benz G-Class and Land Rover Defender, a segment that BMW is also reportedly exploring.
Whether Audi ultimately introduces a four-ring-branded body-on-frame SUV remains unclear. For now, the Q9 remains one of the company’s most closely watched upcoming launches as it looks to strengthen its position in the U.S. luxury SUV market.
