re: Audi bringing back ‘Horch’ name to compete with Mercedes' Maybach This will be interesting in the sense that the Horch will be somewhere between the regular A8 and the Bentley. Making a new brand or a sub-brand like Maybach is to Mercedes may not make much sense to the VW Group which has way too many brands under its umbrella unlike Mercedes and BMW, but it will help with the sales at a time when certain luxury enthusiasts with a taste for bespoke manufacturing are looking for something beyond the known brands.
BTW the history is that a company that was manufacturing coaches and chassis for Mercedes, later transformed into A.Horch and Cie, which again as has been written above, transformed into Audi (to listen) due to copyright issues on the Horch name. Wonder if the copyrights are resolved by now?
This brand better be all about bespoke to the last detail, VW Group is not exactly known for that in the luxury department. Otherwise the Horch will simply be a more expensive, more refined variant of the A8 which is turn is a more expensive, more refined variant of the Phaeton, all using the D Series platform.
Last edited by dark.knight : 26th September 2018 at 11:28.
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