Audi Design Boss Wants To Produce An Answer To BMW's 8-Series

Audi design boss Marc Lichte is eager for the brand to produce a luxury coupe´ to rival the upcoming BMW 8 Series, but does not believe that market demand is currently strong enough to justify such a model.

When asked about Audi’s lack of presence in the segment, Lichte said: “I love the shape of a two-door coupe´, but it is also true that the [sales] volumes [for them] are much lower than for four-doors. In the future, who knows? We have many ideas in this direction.”

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MDarringer - 1/2/2018 11:37:57 AM

+2 Boost

Why are we even listening to Marc Lichte? Why does Marc Lichte even have a job. The A8 was supposed to be a totally new and dynamic styling departure for Audi, but it's the same old, same old cliche done the same old way. He and Ian Callum deserve a place in hell.

cidflekken - 1/2/2018 11:44:16 AM

+6 Boost

For this reason, Audi will continue to be viewed not much differently than a Tier 2 brand.

MDarringer - 1/2/2018 11:58:31 AM

+1 Boost

Amen

Audi should do an S Class competitor that shares stylistically only the 4 rings with the A8 and give it a totally different name as so to declare an intent to finally rise above its German Oldsmobile past.

If VW is going to constantly step on the lower end of Audi's price band, then VWAG should decide which brand will cover that segment.

If it is VW, then Audi needs a massive redefinition to set it apart.

If Audi is still going to troll for cheap sales, then axing everything above the A4 would make sense and create Bentleys for $75K up.

zlives - 1/2/2018 7:44:53 PM

+2 Boost

i miss the A8l w12

MDarringer - 1/2/2018 8:33:10 PM

-1 Boost

At least the W12 is something the others don't have.

Imagine an Audi A12...large...bespoke feeling...silky fast...RWD and AWD...

GermanNut - 1/2/2018 10:34:55 PM

+4 Boost

Audi should watch this segment closely. I believe BMW's new 8-Series Coupe will fail miserably if it continues with a 6-Series Gran Coupe in addition to the 8-Series. Even if it kills off the 6-Series Gran Coupe in favor of just having an 8-Series, BMW's interiors aren't up to par with the S-Class Coupe's.

cidflekken - 1/2/2018 11:43:45 PM

+4 Boost

I agree that the 8-Series coupe will fail, but mainly if its styling doesn't match up to the LC500 and S-Coupe. Both of those coupes are seen as incredibly beautiful designs that strayed from previous iterations significantly (CL) or any previous design from the brand (LC). The 8 Series concept looked like it had some promise, but the camo'd test mule deflated those promises quickly.

Where I don't necessarily agree is the impact on the 6GC on the 8Series coupe. Of course it depends on the performance and total package of the 8Series and how it creates separation with the 6GC. Just like the CLS and S-Coupe have enough separation that there is little overlap. Same with the S-Coupe and the upcoming AMG-GT 4-door.