Audi To Take On Maybach With W12 Powered A8 Under Horsch Banner

Audi remains a second tier premium - a class below Mercedes and Two classes below Maybach. Unless the Audi is significantly less expensive - it will fail miserably. Audi simply has NO presence in that class of cars - they should leave it to Bentley to begin with.

idk i was always a fan of the A8L W-12

I liked the A8L W12 too. But never ever considered it a competitor to the Merc-Maybach.

And thus another Financial disaster is born. As if building the Phaeton wasn’t enough. The only way it will challenge Maybach is in terms of how much money it losses for the parent company.

Yea, I do not see a need for this. US automakers used to get criticized for badge engineering. The Maybach is an S-Class with a new roof line and this is an A8 with a new engine?

Sounds like a bunch of Horsch-shit to me.

No one ever said that the Phaeton was’t a good car, but it was 80k and a VW. Pretty much double the price of any other VW, if it was an Audi it might have been financially a success. However it wasn’t,

"This A8 will appeal to those who appreciate luxury without making a show of it". So, stick a Genesis badge on it and make it a day.
The bottom line is, people with money want you know that they are people with money. But, honestly, how many really rich folks spend six figures on a car to be anonymous? I'm sure there is a really minute population of rich folks like that, but they are cruising around in their Lincoln Contis or Genesis G90s and such.

"stick a Genesis badge on it "
and do you also use shit to shine your shoes?

Horsch is a horrible name for anything, much less a pseudo-ultra-premium car brand.

LOL @ Dexter1 "Horsch-shit". Exactly.

Kias trying to be Audis and Audis trying to be Maybachs. It is interesting times we are living.

What a stupid idea - add the no-one has heard of it "Horsch" name to an Audi that doesn't sell very well and you end up with what? Yes - a big waste of money and other resources.

Horsch is basically a Latin synomym for "Audi" =

"After troubles with the Horch chief financial officer, August Horch founded a second company on 16 July 1909, the August Horch Automobilwerke GmbH in Zwickau. He had to rename the company because Horch was already a registered brand and he did not hold the rights to the name. On 25 April 1910 the name Audi Automobilwerke was entered in the company's register at the Zwickau registration court. Audi is the Latin translation of horch, from the German verb "horchen", which means "listen!" (compare English "hark")."

This is all too clever for most of us.

More concerning is that =
"Auto Union became a major supplier of vehicles to the German Wehrmacht (i.e. the Nazi's), such as Heavy standard passenger car (Horch 108), Medium standard passenger car (Horch 901 and Wanderer 901) and Half-track Sd.Kfz. 11. Civilian production was suspended after March 1940."

Nothing like a connection to WW-II Germany to generate car sales in 2018. Think of the 'special edition' possibilities. Maybe they will market at "Horsch SS" if they can license the name from Chevy?

What a bad idea!

...or else maybe they can launch a rear-engined sport car called the "Horsch 911"?

Maybe they can launch an SUV called the Horsch Cayenne?

You got the Horsch SS out before I could type it. Let's not stop here Spies. We need more puns. Although, Horsch-sh*t is hard to beat.

People, can you at least get the guys name right? It's Horch not Horsch.

Gotta say I do admire the brash willingness to "go there". Yes VW has other brands but it doesn't seem to have any qualms with going anywhere it wants too. Does this potentially punch Audi to another level, well, it simply does. Whether or not its successful Horch is probably known in Germany and they will likely buy this car. I wish Cadillac would take 2 of its 3.0 Turbo 6's and make a V12 out of it and put it in the CT-6 (renamed Fleetwood). Then completely cover the entire interior in leather... talk about "dare greatly"... this Horch simply does it...