Audi has just released the all-new facelift A8, and the biggest change isn’t the bumpers or the interior or really anything like that. The biggest change is an all-new model specification called “Horch” and it is a pretty big deal. You see, Horch was once a company that was far more luxurious than Mercedes-Benz. They were the top-brand, a bit like Rolls Royce nowadays. Unfortunately, they went defunct in 1932 and then again in 1959. The successor to Horch, was Auto Union which later became Audi.
The Horch cars back then were made to compete against Maybach and Rolls-Royce. World Leaders such as Charles de Gaulle had one. Nowadays, hardly anybody knows who Horch is, including many car enthusiasts. The Horch name has been revived to an extent as it is now on the back of the most luxurious Audi A8 models.
The Horch A8 is very different from any other A8 model. It, first of all, is a lot longer, being 5.1 inches longer than the already long Audi A8 L. The rear door is massive and the change is definitely noticeable. I wouldn’t really call the Horch a subtle car because it isn’t. It’s massive in every single way and those chrome alloys look as if they have been stolen from an early 2000s rapper’s Caddilac Escalade.
Other than the larger alloys and longer rear door, you do get chrome accents all around including two Horch badges on the side of the car and one at the rear. You also get a massive cheese-grater chrome grille, satin chrome mirror caps, and chrome accents on the rear.
The Horch was revealed this week at the Guangzhou auto show in China, since this at the moment is a China-only car. Probably because China is the only market that wants a stupidly long Audi sedan. It won’t be sold in the US as of yet, but it could be sold in Europe very soon.
Is the Horch any good then? Or does it fall massively in the Maybach’s shadow? Let’s find out.
picture via: motorauthority.com
A Fanstatsic Interior.
For the past few years Audi has been nailing it when it comes to interiors, and the new Horch model is no exception. It’s a four-seater car with most of the focus being on the two rear seats. You get quilted leather, a passenger seat that moves forwards so there is more legroom in the back, adjustable rear seats, a control panel, etc. A Maybach has all of this (and a heck of a lot more) but nevertheless, it is a very nice place to be in.
It’s all very well built and everything looks high quality. The tech is also amazing too and the Bang and Olufsen sound system will probably be one of the best in the world. The front of the interior is pretty much like any normal Audi A8 except things are far more luxurious. It’s a shame most of the owners of the Horch won’t ever get to go in the front since it’s likely they will be in the back most of the time.
Is it better than the interior of a Mayback S580, a Bentley Flying Spur, or even a Rolls Royce Ghost? God no. No chance not no way. The new S580 has a fantastic interior, the Flying Spur is so much more special, and the Ghost, well that’s a Rolls Royce.
A good effort by Audi but in my opinion, its rivals beat it.
picture via: cnet.com
Is a Normal A8 L Better Value?
Is the normal A8 L better value for money? Well, in a nutshell, yes. It is a very luxurious car and the new facelift model definitely is on par with the new S-Class. The LWB model is long enough for anybody plus you can spec it to have the whole “lounge” setup you get in the Horch model.
The A8 L is also available to buy here in Europe and in North America, so that solves another problem. The A8 L also has more than enough room in the back, plus if you can actually afford to be chauffeured in a car like the Horch, why not get a Bentley or Maybach instead? It isn’t exactly like the Horch is so much more understated. Classier yes, but it will still turn just as many heads.
The Horch is a China-only car at the minute, and China is a very different car market to the US. Cars like these are in high demand and rear-space is probably one of the top things needed in a car over there. Here in the US, the Horch would not make as much sense since there isn’t really a need for another manufacturer to start making stupidly long luxurious sedans.
picture via: motor1.com
To Conclude:
picture via: carscoops.com
The A8 L Horch is a beautiful car, make no mistake. It looks spectacular, the interior is amazing and it certainly does feel that extra bit special. However, I do not think for one second that the Horch is as luxurious as a Maybach, a Bentley Flying Sour, or a Rolls Royce Ghost.
All of those cars mentioned above have far more “street-cred” and are much more desirable. Plus they all hold more luxurious badges and they feel more special. The Horch is a unique alternative but it isn’t the best luxury sedan out there at all. When your at this price point, it doesn’t matter how much technology or chrome you have on your car, the badge factor has a massive part to play here and I’d much rather have a Maybach than an Audi.
The Horch will do well in China, which is a market that is very different from others. It’s also a market that seems to dictate many new car trends these days and also what car manufacturers will do in the future. China is literally a cash cow for these large luxury car companies since it is probably the only country on earth that has a massive demand for big sedans and other strange cars.
Would it do well in America? Probably not, plus Audi only wants to focus on SUVs and electric vehicles in North America, since they are what sells. The Horch could arrive in Europe, and it might be the car for the German chancellor. However, it would be a very niche car and it could be deemed a waste of time.
The last A8 to be like the Horch was the W12. That car lasted three generations, and it was the top range A8 model. It was a properly discreet car that looked like any other normal Audi. The current top A8 model now is either the S8 or the 60 TFSIe which are better value than the Horch.