A8/S8 [Official] The new Audi A8

[Betty Swollocks]

I am somebody who thought the level of criticism aimed at the new A8 interior to be excessive and unfair. However, having experienced it in person at the IAA last month, I have to say I agree with it. I wasn't impressed at all. It felt cheap. I actually think the A4 interior, and therefore with less touchscreen panels, feels more premium.

The harsh motor show lights showing all the fingerprints couldn't have helped, so maybe when I get to drive one out on the road I may feel differently.

 

[KiwiRob]

40 years ago BMW 315 was 1,6l 75hp engine, a little later 316 was 1,8l 90 hp in the 90s 323i was 2,5l 170 hp, so this didn't started over night

Exactly and BMW make the same rather pointless naming scheme with there X models. For example

xDrive50i, xDrive30d, xDrive40d, xDrive40e, xDrive35i, xDrive25d, sDrive25d, the higher the number the higher up the range your X model is, other than that it makes no reference to engine capicity or power produced, pretty much identical to Audi.

 

[Deleted member 1071]

Georg Kacher nails it.

Audi has missed so many chances to leapfrog Tesla

 

[714Merc]

I am somebody who thought the level of criticism aimed at the new A8 interior to be excessive and unfair. However, having experienced it in person at the IAA last month, I have to say I agree with it. I wasn't impressed at all. It felt cheap. I actually think the A4 interior, and therefore with less touchscreen panels, feels more premium.

The harsh motor show lights showing all the fingerprints couldn't have helped, so maybe when I get to drive one out on the road I may feel differently.

Surprising. I felt A8 touch screens would have a far more quality feel; with haptic feedback and sound. Regardless, they can't possibly be worse than my Escalade touch screen... I keep a microfiber towel inside the Escalade to wipe down the fingerprints, does make a big difference...

 

[Mr. Mercedes]

Georg Kacher nails it.

Audi has missed so many chances to leapfrog Tesla

5 years ago Audi was on the cusp of greatness and MB and BMW would have been seriously worried. Currently though they are just treading water. Its funny to think that a mid size SUV such as the Q5 is actually a 'bright spot' in their range.

 

[SDNR]

5 years ago Audi was on the cusp of greatness and MB and BMW would have been seriously worried. Currently though they are just treading water. Its funny to think that a mid size SUV such as the Q5 is actually a 'bright spot' in their range.

Sadly, I fear you're correct.

It should be the best in its class given the S class and 7 Series are 4 and 2 years old respectively.

I'm still waiting for comprehensive reviews and comparison tests.

 

[tristatez28lt1]

I had the opposite experience at the IAA. I thought the A8 convinced much more in real life than on pictures. The interior is simply sublime with many small touches that cost Audi money and it shows. Easily the best interior I’ve been in. The one thing I have to say is that no car manufacturer will beat Apple or google in the infotainment/user interface. No matter how many resources are spent. Sooner or later google and Apple should take over the interfaces in the auto industry. Only two challenges I see are the data ownership question and giving each brand it’s own feeling/look.

 

[Hahn]

Think Audi will profit the most from its brand positioning. 4 years ago I was looking to buy limousine that would be good to drive and also relative not aggressive (I am in client service industry so have to balance appearance). Ended up buying Audi A6 and very satisfied with it, in S line it has necessary sportiness (it looks like complete different car in non S line), Quattro is great, interior and ride so far great. Mercedes E class was too much for business "owners" and BMW 5 class has sort of negative business connotation of well, being BMW.

If I would be in same shoes now looking for A8/S Class/BMW 7 (im not, now 37 years old and probably going to buy Merc All terrain due to its interior, allroad needs new model I would probably end up with Audi again. S class too much belongs to one who are "above" the others, BMW would be contender but again can have negative connotation at least where I live which leave Audi as optimal option...

Just my opinion...

 

[SDNR]

Think Audi will profit the most from its brand positioning. 4 years ago I was looking to buy limousine that would be good to drive and also relative not aggressive (I am in client service industry so have to balance appearance). Ended up buying Audi A6 and very satisfied with it, in S line it has necessary sportiness (it looks like complete different car in non S line), Quattro is great, interior and ride so far great. Mercedes E class was too much for business "owners" and BMW 5 class has sort of negative business connotation of well, being BMW.

If I would be in same shoes now looking for A8/S Class/BMW 7 (im not, now 37 years old and probably going to buy Merc All terrain due to its interior, allroad needs new model I would probably end up with Audi again. S class too much belongs to one who are "above" the others, BMW would be contender but again can have negative connotation at least where I live which leave Audi as optimal option...

Just my opinion...

Well this new A8 is certainly not an unappealing option. Who knows, it might end up being best in its class (or at least a close second)
It is fairly bland though.

 

[Deleted member 1071]

Although M-B and BMW command far higher home-market unit sales numbers with their top luxury sedan offerings (although this particular top-luxury segment is not remotely as significant here in the EU as it is in Asia, North America and The Emirates), Audis' current A8/S8 appears to be more plentiful in my particular neck of the woods (southern greater Hamburg). Noteworthy is that the A8 is especially popular with architects and proprietors of realty companies. And those that are particularly well-heeled often have a 911 Carrera in their garage as well.

 

[SDNR]

Although M-B and BMW command far higher home-market unit sales numbers with their top luxury sedan offerings (although this particular top-luxury segment is not remotely as significant here in the EU as it is in Asia, North America and The Emirates), Audis' current A8/S8 appears to be more plentiful in my particular neck of the woods (southern greater Hamburg). Noteworthy is that the A8 is especially popular with architects and proprietors of realty companies. And those that are particularly well-heeled often have a 911 Carrera in their garage as well.

Audi does have a certain Teutonic charm the others have largely lost as they've become more Globally focussed.
There is no doubt about it, Audi's academic and formal design aesthetic does appeal to Architects and people with an interest in Germany's Modern Design heritage (Peter Behrens, Dieter Rams, Konstantin Grcic). Mercedes and BMW are more expressive but perhaps less dogmatic in their approach to styling.

 

[Deleted member 1071]

Although nothing more than an A8 configurator "preview", this is one of the most flattering images of the new A8 to date, IMO:

 

[Deleted member 1071]

Although nothing more than an A8 configurator "preview", this is one of the most flattering images of the new A8 to date, IMO:

I see that the audi.de (German) new A8 configurator is "up" this morning. Similar to the car itself, a bit "austere". It appears that color and rim options have yet to be added.

 

[KiwiRob]

5 years ago Audi was on the cusp of greatness and MB and BMW would have been seriously worried. Currently though they are just treading water. Its funny to think that a mid size SUV such as the Q5 is actually a 'bright spot' in their range.

You're forgetting the Q7 which is arguably the best SUV in it's class on sale today, it's easily beats the X5 and GLE.

 

[klier]

You're forgetting the Q7 which is arguably the best SUV in it's class on sale today, it's easily beats the X5 and GLE.

Two very, very old cars.
WOW, well done Audi! You rock!

On topic, the new A8 is an equally big disaster as the new A4. Maybe even bigger. Likely even bigger.
A4 also is a good if not great car, but it's such a sad package that none wants one. And both look disgusting, I have no other word for it.

 

[SDNR]

Two very, very old cars.
WOW, well done Audi! You rock!

On topic, the new A8 is an equally big disaster as the new A4. Maybe even bigger. Likely even bigger.
A4 also is a good if not great car, but it's such a sad package that none wants one. And both look disgusting, I have no other word for it.

How do you say the A4 looks "disgusting"?
It's pretty bland, but I wouldn't call it disgusting.

 

[Mick Briesgau]

Speaking for the german market. I can't imagine that anyone in the rather small market of buyers (note: not lessee), takes an A8 over a S-Klasse or BMW 7er. The car starts at € 90.600,- ad a few obligatory extra's and you reach € 115.000- € 120.000,- easy. For that kind of money I'd take any S or 7er over the A8.

 

[Kowalski]

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[Mr. Mercedes]

You're forgetting the Q7 which is arguably the best SUV in it's class on sale today, it's easily beats the X5 and GLE.

Oh that’s right. I forgot the Q7. I think it’s because I fall asleep every time I look at it.

Whales are supposed to have a calming effect...

 

[SDNR]

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Excellent. But he still wouldn't go as far as calling it the best car in its class.

Still, it clearly is not an embarrassment for Audi.