AutoCar Says the New Audi A8 is At Least a Match for the Mercedes-Benz S-class and BMW 7-series..Will the A8's Sales Reflect This??

maybe I need to see it in person, but I don't like it. the interior is amazing, but I like the old car's styling better. the new car looks like an A4, a family resemblance even much stronger than what BMW is doing right now. I don't like the tail lights. And I really, really do not care for the way the LED lights curve up toward in front-inside of the headlamps. IMO, i think the whole car would look better if the shape of the LED strip followed the flat bottom of the headlamp assembly, instead of the line spiking up toward the inside the way it does. The headlamps on this car really annoy me.

According to my point of view and what I think, Audi should do better on their more entry models such as the A4 or A6 etc. The reason I think this is because it was like how infiniti tried to compare their flagship with Lexus then failed miserably. From the previous generation A8 from transporter I must say I loved it but too bad it did not get a good enough recognition to the public crowd.

This just comes to show that people consider the Benz or the BMW before Audi so they hardly get a chance.

Shabaru, I think some of it has to do with the age of luxo-barge buyers. They're more likely to buy the established status symbol than go against the grain. It may take a few years for the A8 to make inroads, especially with its conservative styling. The A7, on the other hand will be a big hit, regardless of badge affinity, because of its more progressive styling.

the new A8 has a beautiful interior and I'm sure it'll drive well, but that exterior is just such a letdown. It's so unbelievably bland. And since all the cars in the class have nice interiors and drive well, sexy sells. This car isn't.

From the article: "In the metal it looks striking and far enough removed from its predecessor to leave you in no doubt that it is a brand new model. The exterior styling is highly technical and full of subtle nuances that don’t really become apparent until you see it up close".

Justacar writes -- From the article: "In the metal it looks striking and far enough removed from its predecessor to leave you in no doubt that it is a brand new model. The exterior styling is highly technical and full of subtle nuances that don’t really become apparent until you see it up close".

This reminds me of the BMW Newspeak when they were flogging "Flame Surface" styling, which never caught on. When I translate these words to Plain English, I hear The Emperor Has No Clothes.

Don't get me wrong. I like Audi's interiors a lot. I think they are amongst the best. I like many of their exteriors. A lot. But this new A8 leaves me cold.

1. Probably, but this remains to be seen
2. Probably not (in the US anyway); MB, BMW and Lexus are too entrenched and the XJ will also peal away some sales

Is there an A8 L? That would be really nice.

Check every single review of the new 2011 Audi A8 and each one says that the new Audi A8 is going to steal more marketshare than ever before.

Some other dazzling reviews:

AutoExpress: http://www.autoexpress.co.uk/carreviews/firstdrives/247816/audi_a8_42_tdi.html

There's no doubt that the new Audi A8 is a technological tour de force; a brilliantly engineered flagship that offers incredible performance, build quality and innovation. On the basis of this first drive, BMW, Jaguar and Mercedes should be worried.

Road and Track: http://www.roadandtrack.com/tests/impressions/2011-audi-a8-4.2-fsi-quattro

Audi’s new 2011 A8 is a better, more spirited car than the model it replaces, boasting lots of technology and excellent performance. When it hits U.S. showrooms this fall, priced at about $80,000, it’s poised to grab a bigger piece of the full-size luxury-sedan pie than ever before.

MotorTrend: http://www.motortrend.com/roadtests/sedans/112_1002_2011_audi_a8_review/index.html

Are we getting the impression Audi wants to be seen as the sporting car in the segment? For the most part, it succeeds. The more slippery the conditions, the bigger the advantage of all-wheel-drive, of course. But even in the dry, this big sedan will corner remarkably flat, resist understeer and grip hard. The aluminum bodyshell proves a stiff but light base. Prices aren't set, but won't significantly rise versus the old model, because competition is brutal and Audi wants to increase its slice of the pie to 5000 units a year in the U.S. That's still small compared with rival Benzes and BMWs. Which says to us life ain't always fair.

Automobile Magazine:

http://www.automobilemag.com/reviews/driven/1002_2011_audi_a8/gadget_intensive_machine.html

But while this latest A8 may not look radically new, it packs enough leading edge technology to render it a worthy step forward for Audi's range-topping sedan

Edmunds Insideline: http://www.insideline.com/audi/a8/2011/2011-audi-a8-4-2-fsi-first-drive.html

In the end, the 2011 Audi A8 4.2 FSI sedan is a very big leap ahead versus its predecessor. As an all-around effort, it is at least the equal to its competition from BMW and Mercedes.

But make no mistake, the Audi A8 has come a long way, Baby. The 2011 Audi A8 FSI has got all sorts of spirit in its looks and a skip in its step. And when it comes to us in November, we'll also see the long-wheelbase version, which routinely accounts for nearly 80 percent of all A8 sales in the United States.

Now Audi just needs to start selling the thing better, too. It deserves it.

With such a long comment you should just start your own article!

Yes, a LWB "L" version will debut a few months later here in the United States.

Some more reviews:

AutoWeek:

http://www.autoweek.com/article/20100203/CARREVIEWS/100209964


Do I want it?

If you're in the market for a luxury sport sedan, yes, you'll want it. It's a major player in the full-size luxury-sedan market, and choosing from among the A8, the Mercedes-Benz S-class, BMW's 7-series and even the Lexus LS 460 is now even more difficult. It's been eight years since an all-new A8 has been in the market, and when customers see this car in dealerships in the fall, they won't be disappointed.

The CarConnection: http://www.thecarconnection.com/review/1040452_2011-audi-a8-preview_page-3_3

The Bottom Line:

The 2011 Audi A8 makes a play for the top tier, with suave styling, an impeccable cabin and wide-ranging performance at its back.

GermanNut, I have no doubt about its credentials. It still looks boring. An S-class, 7-Series, and XJ all make an impression when you see them. Hell, the CURRENT A8 makes an impression when you see it on the road. All those reviews saying the new one "looks better in person" better be right, because in pictures? It looks like an old man car. Maybe that was Audi's goal -- offer the A7 for people who want something exciting looking, an the A8 for people who want that drive but without drawing any attention whatsoever.

JRob - You are so adamant about the looks of the A8. Have actually seen one?

JRob has Audi EVER been about "Look at me styling"? The answer is a profound "NO!" save the R8. The only look at me styling feature is the LED headlights. They surely do draw attention but the car's design itself is never a ridiculous angular mess.

If anything the designs can be called BORING, but it is obviously working given that Audi has outperformed BMW and Mercedes-Benz in managing its sales over the past two years (In '08 only Audi managed a global sales increase and in '09 Audi's sales globally dropped 5.4% meanwhile MB dropped 9.4% and BMW 11.1%)

"has Audi EVER been about "Look at me styling"? The answer is a profound "NO!" save the R8."

riiiight, because the TT, A5, and A7 (and the R8 you mentioned) aren't at all about style.

Take your foot out of your mouth and the Audi glasses off for a moment. You done? I think the new A4 is a very stylish car, one I like the looks of very much. The A6 looks understated but very classy. The R8 looks great. My issue here is with the new A8 and ONLY the new A8. It looks boring to me. If you like it (and I know you do, you live and breathe all things Audi) then you can spend your $90k on it. That's totally fine. If I'm spending my own money I'd prefer something that drives great (like the Audi) and is nice inside (like the Audi), but also has some panache outside (totally unlike the Audi). Which describes the 7-Series, S-class, XK, etc. And Audi's own A7. But the A8? It just doesn't do it for me, sorry.

There has been no direct comparision yet among these sedans. The A8L will easily rule in the comparisions. Heck, the new 7-Series keeps coming behind the old A8L in the comparisions so god help it against the new one.

Too bad "ruling" comparison tests doesnt equate to ruling the sales chart. For all its higher comparison test finishes, the E65 kicked the a8's bland @ss all over the dragstrip, track, AND sales chart; so God help the new one's even more bland @ss against the F01 (which sold almost as many in January alone, as the boring outgoing a8 sold in all of '09).

tattedtwice: "For all its higher comparison test finishes, the E65 kicked the a8's bland @ss all over the dragstrip, track, AND sales chart" ?
You can take this statement and replace "E65" with "WRX" and it would still be true. Doesn't mean the WRX is better than the A8.

I agree with JRob - the A8 looks shockingly BLAND. Interior two thumbs up. For $ 90K+ it should look more interesting than a stretched A4.

All in all, I seriously doubt BMW or m-b is even taking this thing serious. With its weak engine, awkward, stretched a4 looks, overdone and underwhelming interior, and lack of prestige, it's not a threat. A potential threat to the lesser flagships, like the m56 or S80, perhaps, but still playing backup to the big boys.

"A potential threat to the lesser flagships, like the m56 or S80, perhaps, but still playing backup to the big boys" !!! You just lost all credibility here.

If it looks like a stretched A4, maybe because it IS a stretched A4.

The new A8 is build on Audi A4's modular longitudinal platform.

If you think anyone buys one of these cars over the other because one is "better", you're all delusional. At this point, they are all great cars, and 95% of buyers would be happy driving any of them. It's not about the drive now. It's about preference for looks, image, brand preference and maybe even price - but not because one wins in a comparison test.

So while I love Audis, especially the current A8, the new one will start off well, but will not, just like the last two editions, make significant strides against its competitors in terms of sales. BMW and MB remain, and will remain, the default choice for most buyers, with the Lexus appealing to a large, but different group too. I think the new Jag will sell better than the old one, but is still more of a niche player at this point.

I'll reserve final judgment until I see one on the road, but I too am underwhelmed by the new A8. I think part of the problem is that it DOES look too much like the old one, and that one blew most people away when it debuted 8 (seems like less) years ago, especially compared to its (IMO handsome but very understated) predecessor. The details are overdone, as is the interior, at least from photos.

Come on man do something about the styling.This car is soooo plain and boring. I think the car looks good i really do,but what makes it plain and boring to me is that i have seen this look before.Over and over and over again.

I like it more than the 7 series, but I'll have to see it inside cause the interior on th BMW looks outstanding. The only wrong thing in the BMW interior is the cupholder....bad place.

cars of this caliber need to make a design statement to have a real shot. while it's nice, this A8 doesn't appear very special. in fact, it's rather boring.

I think Audi is fine with their entry level A4. It doesn't start in the high 30's and sits where it should for the price. BMW especially is off the wall with their pricing. But thats my opinion.

As for the A8, it has always been a competitor ever since I saw Ronin and got to watch a great chase seen with the S8.

Deboost at will.

i'm pretty sure that everyone who commented on this car has never seen it in person but yet because it is an audi everyone has something negative to say. i want to go against everyone and say that this is the most beautiful thing ever but i can't because i never saw it in person. every comment that was made in a positive manner about audi was deboosted, this tells me one thing, everyone loves to read about audi and comment. if i don't like a brand, why would i waste my time? i wouldn't. GROW UP people.

Good point. This site if full bloated MB and BMW fans who think their sh%T don't stink. Seriously, if anyone thinks the current 7-Series makes a "design" statement or is anything special in terms of its exterior look compared to the new A8L, well, there aren't boots high enough to walk through that BS. They just need to find a way to put Audi down. The new A8L in built quality will be unmatched by BMW or MB. Looking forward to the comparisions. Crow will taste good for the BMW nut jobs on this sight.

All valid points, but if Audi wants to increase A8 sales in the U.S. they need to have much better leasing programs. Currently at $1500+ a month, it's a tough sale against MB & BMW.

Audi already made a significant leap forward, at least as far as ROW consumers are concerned. Too many in the US are stuck in logomania land and have trouble seeing past their own prejudices. Reasonable people don't confuse large (heavy) luxury sedans with sports cars. Sure, you can get many of them with large powerful motors and excellent suspensions but their weight still affects spritely (sporty) performance. You typically will buy one of these for different reasons such as luxury features/options, safety, dealer service catered to owners who can afford cars in this price range, and to some prestige - whether over or understated.