TEASED! Audi Reveals MORE Than Ever Of Its All-new A8, Launch Comes Tuesday

So to recap: Bob likes his German Oldsmobiles.

So far I like what I am seeing. Not traditional luxury style, but a more modern luxury executed well and understated (unlike the disaster that is Lexus). Can't wait to see how this translates to the next A6/A7.

My suspicion is that Audi’s “all-new design language” will be what we’ve already seen, just more of it:

…Sharply creased body panels

…Flurry of trapezoids

…A bigger, more gaping grill, composed of still straighter lines

…Yet more overly stylized lights, possibly looking like they’ve come from a VW parts bin (like the 2nd Gen Q5). Yet more “angry face”.

…Stark, “Futurama” dashboard and interior (Audi USED to be known for some of the best interiors and dashes). Overly stylized, like someone trying too hard ti get noticed.

…Fewer real controls, with their functionality moved to a computer screen, buried in layers of menus and mouse clicks (for worse real-time control by the driver).

…Greater focus on tech and stuff that looks cool in a car review; less on outstanding driver usability.

…A whiz-bang, video-game-style virtual gauge cluster with a strong emphasis on showing off what programmers can think up, rather than a superior user interface.

If Tuesday’s launch proves me right, then Audi is waaaay too predictable, and not in a good way.

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Disclosure: I drive a 1st Gen Audi Q5, and I love it. I also love the 2014 R8, the 2012 A5, and older A4s, so I don’t believe you can accurately label me an “Audi Basher.” But I’m definitely NOT an Audi Fanboy.

I think TheSteve nailed it actually.

I'm also a huge fan of the original R8, great design

Both generations of the R8 I find to have horrible proportions and ugly detailing. What in hell were they thinking with the vertical blade feature?

Well design is subjective :) Doug DeMuro actually just did a review of the original and speaks about the blade and how controversial it was back then, I like it.

BobM: People express their perceptions and beliefs in the form of opinions. This applies to all people, including you and me.

However, when some folks read another's post, they receive that post to be an assertion of fact. Combine this with a belief that says "what *I* believe is right" (AKA "the stuff in my head is real"), and you get an unsavory situation in which one or more people get into a pissing contest about who is right, and why the other guy is {ignorant | stupid | evil, | etc}. These people tend to be the most abrasive, hateful, abusive, and argumentative of list members.

I believe that for the most part, list members can tell when someone expresses an opinion, and they don't get offended by it, even when another's view differs from their own.

I also believe that for the most part, list members can clearly see which posters firmly embrace the position "what *I* believe is reality, and anyone who disagrees with me is {ignorant | stupid | evil}."

Re: Original Audi R8 side blade -- I dislike the contrasting color. If I had an R8, I'd pay to paint the side blade in body color.

@TheSteve If I had an R8...oh wait...I would never have one...nevermind

Actually, Audi did mention that the new A8 was the start of a new design era, the era under Marc Lichte's leadership:

http://www.audipasadenanews.com/Articles/first-lichte-designed-show-car-marks-new-design-era-for-audi

I think Steve's prediction are going to be wrong in many ways and I think a big reason for Audi's sustained success in the U.S. (and now China turned positive in June) is due to its image of technological innovation. As the millennial generation grows older and has more money, I believe Audi's image will serve the brand huge benefits as millennials gravitate towards technology instead of razor-sharp handling etc.. Most importantly, Audi's technology will be usable and easily accessible.

First and foremost, "Greater focus on tech and stuff that looks cool in a car review; less on outstanding driver usability." The usability is a big part of what Audi has planned for the new A8. The car will feature Level III autonomous driving capabilities, which have never before been available on a production car. Furthermore, the self-parking feature will be the easiest and most usable version of the technology to date based on the Audi teaser videos.

"A whiz-bang, video-game-style virtual gauge cluster with a strong emphasis on showing off what programmers can think up, rather than a superior user interface." Audi's Virtual Cockpit was actually the first of its kind and Audi has been the first mainstream brand to offer such a technology across its lineup. It makes driving easier as the data is displayed in front of the driver.

"Fewer real controls, with their functionality moved to a computer screen, buried in layers of menus and mouse clicks (for worse real-time control by the driver)." Actually, there are more actual controls in the rear combined with a computer screen. Audi is not looking to offer everything via a screen. This has been seen in the Audi teaser videos of the car's interior.

Regarding the creases, trapezoids and grille, it's your opinion that it doesn't look good. I feel it looks futuristic and buyers will be drawn to the futuristic look.

The new A8, most importantly, will set the stage for Audi's future design direction under Marc Lichte's leadership and its details will flow down to the next A7, A6, A4 etc. Audi is taking the Mercedes-Benz approach of styling from the top down and the A8 will usher in this change. If Audi is successful with the A8, I think it's very possible the brand achieves skyrocketing global sales growth just as Mercedes-Benz experienced after the S-Class's design details went downrange to the C-Class and up to the E-Class.

The Audi brand already has the global footprint, competing lineup, luxurious image, interior quality and reputation for technological innovation that allow it to compete with Mercedes-Benz and BMW. Add a highly desirable design theme to its cars and there is absolutely no reason to think Audi won't achieve what Mercedes-Benz did largely due to the S-Class de

Audi, as a brand, though is a third fiddle behind BMW which is behind Mercedes for image, quality, and reputation. This A8 will be another stunning sales disaster like every A8 before it.

This made me laugh "Audi's...success in the U.S....is due to its image of technological innovation."

So the *appearance* of being innovative is what matters?

They were rather technologically innovative in the creation of the cheat software for the TDI that they gave to Bosch.

When I said "image" it was in the context that when people think of Audi, the image that comes into their minds is a company that is a leader in technological innovation.

"...when people think of Audi, the image that comes into their minds is a company that is a leader in technological innovation...." and well behind BMW which is behind Mercedes Benz.

I believe a big part of Audi's success in North America is that they have a lower sticker price compared to a similar BMW or Mercedes. In recent years, they also offered greater configuration flexibility. When I was shopping for an SUV, I could only get a blue BMW X3 if I ordered a multi-thousand dollar package, which I didn't want.

Thank goodness there are no rants here... Have to say, not sure what they're teasing, we all know what this car is going to look like, a big A4. I'm sure it will be a good car but nothing points to a styling direction any different to the A4 and Q7. On the supposed design theme, it's difficult to critique a "theme" when the the entire front fascia is comprised of a grill, as per current Audi models.

It does look like a big A4. Shocking, I know.