A8/S8 [Official] The new Audi A8

[Merc1]

Shaping up to be a non-event, which is unfortunate. Looks like the S-Class isn't going to be surpassed by the new A8 or the new LS, at least going by the initial reviews.

M

 

[SKY]

This car is probably a fantastic one, but really does seem to fall short for its segment. It is not able to match a 4+ years old car like the W222.

Remember the D3 A8? That car really moved the segment. This simply does not.

 

[SCOTT27]

Visually it moves nothing on. It's the Hilary Clinton of the Automotive world. Proposes ideas on moving forward,but actually moving backwards.

 

[Kowalski]

Visually it moves nothing on. It's the Hilary Clinton of the Automotive world. Proposes ideas on moving forward,but actually moving backwards.

The new A8 is at least 240 million times more visually attractive than Hillary Clinton and infinitely more attractive than Chelsea Clinton.

 

[Busty]

The way the car lifts it's doorsills in case of a sideimpact is quite impressive. Seeing Matt handling the touchscreens though, my only thought was: on this matter the A8 is a giant leap backwards. If I'm not mistaking, the whole black, shiny material in the cockpit is plastic?
When it arrives, I'm going to take a drive and get some personal impressions. But for now, for me the car is already a lost generation. A real non-alternative to the other usual suspects.

My thoughts exactly. Only on addition: I would not be surprised it this were not only a lost but also the last generation A8 (as we know it).

 

[SDNR]

I would not be surprised it this were not only a lost but also the last generation A8 (as we know it).

I don't know why people are suddenly suggesting this ...are their rumours about it?

I suspect owners of the D4 will happily upgrade to the D5. There are people around who prefer the low-key character of the A8 over an S class or 7er.

 

[Mr. Mercedes]

My thoughts exactly. Only on addition: I would not be surprised it this were not only a lost but also the last generation A8 (as we know it).

Are there actually genuine industry rumours that the A8 could cease to exist or is it just your personal thoughts?

 

[klier]

There are people around who prefer the low-key character of the A8 over an S class or 7er.

What's low key compared to a 7er? I think a 7er is far more low key. You can just see the A8 trying to be cool.

 

[Busty]

I don't know why people are suddenly suggesting this ...are their rumours about it?

I suspect owners of the D4 will happily upgrade to the D5. There are people around who prefer the low-key character of the A8 over an S class or 7er.

Are there actually genuine industry rumours that the A8 could cease to exist or is it just your personal thoughts?

Let's put it like that: if you dig deep to search for a rumour, chances are good you will find it somewhere. That is one reason why even people you might call 'insiders' sometimes present info that turns out to be wrong in the end.

And yes, I heard this rumour from different sources both in Ingolstadt and Neckarsulm. They don't come as a surprise when taking into consideration the pains associated with D5 development and the final product that leaves many people (incl. many AUDI people) cold and registers strained. They took away one of its trademarks (for good reason, but still it's a hurtful and significant statement) and put a leash on it.
If the car sells, it will be continued, I guess. If not (and the Q8 does), we might see it in a new shape. Many aspects of the story are reminiscent of what is going on around the new A4 which is a basically good product bringing along tons of trouble. However, the A4 is one of the core products of the Ingolstadt plant ... and as far as I know this factor must be regarded as an asset of proximity. The A8, in contrast, is THE pillar of the Neckarsulm plant (at least in terms of prestige). Neckarsulm is a 90-minutes-drive from IN ... or as some say: worlds apart.

 

[SDNR]

What's low key compared to a 7er? I think a 7er is far more low key. You can just see the A8 trying to be cool.

Trying to be cool haha
Well I guess that massive grille is fairly conspicuous but other than that it wouldn't draw much attention.

 

[SDNR]

Let's put it like that: if you dig deep to search for a rumour, chances are good you will find it somewhere. That is one reason why even people you might call 'insiders' sometimes present info that turns out to be wrong in the end.

And yes, I heard this rumour from different sources both in Ingolstadt and Neckarsulm. They don't come as a surprise when taking into consideration the pains associated with D5 development and the final product that leaves many people (incl. many AUDI people) cold and registers strained. They took away one of its trademarks (for good reason, but still it's a hurtful and significant statement) and put a leash on it.
If the car sells, it will be continued, I guess. If not (and the Q8 does), we might see it in a new shape. Many aspects of the story are reminiscent of what is going on around the new A4 which is a basically good product bringing along tons of trouble. However, the A4 is one of the core products of the Ingolstadt plant ... and as far as I know this factor must be regarded as an asset of proximity. The A8, in contrast, is THE pillar of the Neckarsulm plant (at least in terms of prestige). Neckarsulm is a 90-minutes-drive from IN ... or as some say: worlds apart.

It would be a huge blow to the brand if they gave up on their most prestigious model.

 

[Mr. Mercedes]

Let's put it like that: if you dig deep to search for a rumour, chances are good you will find it somewhere. That is one reason why even people you might call 'insiders' sometimes present info that turns out to be wrong in the end.

And yes, I heard this rumour from different sources both in Ingolstadt and Neckarsulm. They don't come as a surprise when taking into consideration the pains associated with D5 development and the final product that leaves many people (incl. many AUDI people) cold and registers strained. They took away one of its trademarks (for good reason, but still it's a hurtful and significant statement) and put a leash on it.
If the car sells, it will be continued, I guess. If not (and the Q8 does), we might see it in a new shape. Many aspects of the story are reminiscent of what is going on around the new A4 which is a basically good product bringing along tons of trouble. However, the A4 is one of the core products of the Ingolstadt plant ... and as far as I know this factor must be regarded as an asset of proximity. The A8, in contrast, is THE pillar of the Neckarsulm plant (at least in terms of prestige). Neckarsulm is a 90-minutes-drive from IN ... or as some say: worlds apart.

Thanks Busty. Your industry insight is awesome. When you say 'they took away one of its trademarks and put a leash on it' what are you referring too?

 

[SCOTT27]

Geneva 2018 could be the first omen in regards to manaufacturers like VW Group laying the foundations for an non-ICE future with apparently a full electric luxury sedan to replace the Phaeton. Given VW's desire and essential necessity for economies of scale then this conceptual model could be the basis of other large VW Group models for the future.
Therefore A8 et all will cease to exist as we know it.

 

[Busty]

Thanks Busty. Your industry insight is awesome. When you say 'they took away one of its trademarks and put a leash on it' what are you referring too?

I was referring to the alu spaceframe as its trademark. When looking back on how previous generations were marketed, the ASF always was a central element. And I know that this time around there was a lot of quarrel about how to build a story.
The leash has been put to both tech and style. They had cool drivetrain options in store but sold them (I only say Wankel). They had pretty cool design proposals on the table but decided otherwise. They extensively tested HMI solutions and decided for the one some influential managers wanted (magical word: haptic feedback) instead of those that were really innovative.
They cut costs in the wriong places. And, instead, put f**kingly expensive air vents in their flagship that 95% of customers do not perceive as the mechanical masterpiece they are but as a Phaeton makeover.
The "funny" thing is: Everything is tested in clinics, in road tests, you name it. But it is also pretty common for them to take competitors that are ranked higher in these tests out of the equation, afterwards. As if they had never been there. Also, it is not unusual that original data are presented to high mid-level management (those reporting to the board) and those dudes wipe away solid customer data by simply saying "well, we also carried out tests with collegues here on the plant, and they loved it". Some call it culture of fear, and I'm inclined to agree.

 

[Giannis]

but sold them (I only say Wankel)

To whom, if I may ask?

 

[CrunchSlaughtered]

I was referring to the alu spaceframe as its trademark. When looking back on how previous generations were marketed, the ASF always was a central element. And I know that this time around there was a lot of quarrel about how to build a story.
The leash has been put to both tech and style. They had cool drivetrain options in store but sold them (I only say Wankel). They had pretty cool design proposals on the table but decided otherwise. They extensively tested HMI solutions and decided for the one some influential managers wanted (magical word: haptic feedback) instead of those that were really innovative.
They cut costs in the wriong places. And, instead, put f**kingly expensive air vents in their flagship that 95% of customers do not perceive as the mechanical masterpiece they are but as a Phaeton makeover.
The "funny" thing is: Everything is tested in clinics, in road tests, you name it. But it is also pretty common for them to take competitors that are ranked higher in these tests out of the equation, afterwards. As if they had never been there. Also, it is not unusual that original data are presented to high mid-level management (those reporting to the board) and those dudes wipe away solid customer data by simply saying "well, we also carried out tests with collegues here on the plant, and they loved it". Some call it culture of fear, and I'm inclined to agree.

The alu spaceframe was its trademark not only against its main competitors the MB S class and the BMW 7er, but also against its internal competition in the face of the A6 and the A7. Now what will be the reason to choose the A8 instead the new A6 which will be extremely similar, bearing the same construction in the body and almost all the available equipment from the A8, or the A7 which will be much more elegant?

 

[Rolf]

Seeing Matt handling the touchscreens though, my only thought was: on this matter the A8 is a giant leap backwards. If I'm not mistaking, the whole black, shiny material in the cockpit is plastic?

I personally wish that Audi didn't use that black shiny plastic on the dash it is a fingerprint magnet and that section of the dash would have looked so much better with wood or metal/alu trim

 

[CrunchSlaughtered]

Watching the video with the A8 preparing itself for the side impact, the following question emerges in my head: Doesn't the rising of only one of the car's sides create inertia (kinematic energy) and lifting the CoG, which combined with the energy coming from the impact would lead to the car to tip over?

 

[Gianclaudio]

But for now, for me the car is already a lost generation. A real non-alternative to the other usual suspects.

Completely agree. Saw the review yesterday, and what a boring and ugly car. Then today I got stuck at a traffic jam in a bridge coming back to my city and had a S class in front of me in the contrary lane...I was left thinking, why in the earth would anyone buy an A8 when the S class looks so regal? And if you want sporty, 7er looks better. Want something completely different? Jag XJ and Quattroporte look so much better.

Then there is the interior. What's the idea behind the overly complicated and prone to fail air vents? Why use sooooo many touchscreen and touch controls if they're not reduced in number and size? The idea behind a touchscreen is to have many controls in one place....if going to have separate touch controls for everything (like air flow) why not use regular switches which will be less likely to fail?

Man, Audi is desperately trying too hard to be cool and match the Merc. A posseur car, in my view.

 

[CrunchSlaughtered]

Completely agree. Saw the review yesterday, and what a boring and ugly car. Then today I got stuck at a traffic jam in a bridge coming back to my city and had a S class in front of me in the contrary lane...I was left thinking, why in the earth would anyone buy an A8 when the S class looks so regal? And if you want sporty, 7er looks better. Want something completely different? Jag XJ and Quattroporte look so much better.

Then there is the interior. What's the idea behind the overly complicated and prone to fail air vents? Why use sooooo many touchscreen and touch controls if they're not reduced in number and size? The idea behind a touchscreen is to have many controls in one place....if going to have separate touch controls for everything (like air flow) why not use regular switches which will be less likely to fail?

Man, Audi is desperately trying too hard to be cool and match the Merc. A posseur car, in my view.

And to put carbon fiber in the body of the car just for the sake to have the same like BMW. But BMW has 50/50 weight distribution and uses the carbon fiber in the central zone of the body, so reducing the weight correctly (without changing the front/rear ratio) and improving the strength of the body in a very important area. And Audi puts the carbon fiber in a very easy to install area (behind the rear seats), that doesn't improve anything. Why make the rear of a front heavy car lighter? This is a total fail.