DRIVEN + VIDEO: The All-new Audi A7 Is HERE — Is It The NEXT Level Four-door Coupe We've Been Hoping For?

Like what Audi did with the A5 in the second generation, so they did with the A7. The first A7 is stunningly gorgeous especially from the rear, but now the A7 is as generic as a Fusion or Sonata--both of which are better looking. So visually, there is nothing--other than the emblem--that says "premium". The quality of materials similarly did not look like a one-level jump higher from mainstream, so justifying the dizzying price is difficult. Carwow Boy essentially described driving it like it was an Oldsmobile, so why not just get a Buick? The A5 and A7 used to be signs that someone inside Audi had talent to create a compelling car, but clearly they are no longer welcome behind the scenes.

AUDi continues to make cars that look smaller than their competition - and have no real Physical Presence - and as noted -they are actually going backward in that practice.

THe fact that they are NOT upper tier premium cars - they are second tier - is only established by this need to somehow be Ultra Conservative - except when it comes to their Grill - which like Lexus - are just overwhelmingly POOR.

At this point - they might as well stop making cars and only make Trucks and SUVs - but even they are do not have the COMPELLING "I WANT ONE" look of true premium vehicles. Add in the current VW lack of reliability AND incredibly high cost of repairs/parts - and you at least have a clear message being sent - DON'T BUY ONE.

Just out of curiosity where does porche fall in your tier list? Are they tier 1 due to heritage/badge/looks, or teir 2 because they are basically rebadged audis?

Porsche is basically a Top sports car manufacturer that has wandered into other areas Porsche would not get into if not for it being part of VW. Even the Panamera is basically a sports sedan - not a Luxury sedan. Unlike Audi - being seen in a Porsche is prestigious because of their long history of being at the top. (THere is another level - true Exotics - and while Porsche has some vehicles that would be in that level - that is NOT their basic reason for being - like Lambo and Ferrari - or the other really really high end ones)

Audi - on the other hand - is known basically for its small sedans. WHen they introduced the Audi 5000 to the US market - it was priced to compete with Buick - and Volvo - and Saab - a level below the top level premiums. Today - the lack of styling differentiation makes it hard to say that say an A8 is recognized as a prestigious premium Luxury car by the general public - even if VW has tried to price them in that strata.


Today - the major manufacturers - if they want to survive longer - MUST create a small group of "SCALABLE PLATFORMS" from which ALL their cars are based - unless they are hand made - to survive in mass production. That VW will be making Bentleys - Porsches - and Audis - on the same platforms is just a result of competition and need for profit. The three are currently differentiated enough that it is okay- BUT - when they start to become too similar - it may be time to separate those three Marques based on their basic vehicle "SLot".

@zairnaim The simple answer to your question is Tier 1.37.

Your distinctions between tiers is interesting. I don't agree with it and I don't believe it reflects the views of prospective customers, but you sure have one unique way of looking at these auto companies.

@GermanNut "Tiers" is how they did it in 1955.

Tiers in the premium world...

This has become an elegant car, style-wise. I don't want an elegant car. And the interior is just not my taste at all - going towards Tesla/EV themes and it's very cold. Very disappointing as the RS7 was one of my favorite sedans.

Others have echoed this exact sentiment regarding the all-new A7 and last-gen RS7...

MD: GermanNut has a verbal ass whipping planned for you !!!

Let FecklessGerman bring it. He's so biased in favor of Audi, its a psychosis.

Uh oh. The switches and knobs crowd is not going to like this.

The first gen was gorgeous. This one looks much more homogenized almost like they are trying to play it safe for mass appeal and that is where they miss the mark. Audi used to have some of the best styling in the biz but these last few years they have become too bloody conservative or generic or both?

Audi's last-gen product line up was handsome and interesting. Now they're just boring and staid. Not sure why the design has shifted in this direction but it is most definitely a shame.

One minute, oh Audi cars all look alike and boring. The next, oh the last generation was so good and this one is so bad.

Unless you're a customer or a potential customer that decided not to be one, who cares about what you say. Even though it will probably stop this month, they have been selling more and more cars/suvs month after month. No matter they do it is not going to satisfy some people. The same folks will look at BMW and Benz and talk about how great they are and they all doing the same thing.

Let FecklessGerman bring it. He's so biased in favor of Audi, its a psychosis.
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That's interesting. What's your diagnosis of the idiot who posts pro-Kia drivel all day?

You need to see someone about your hatred and your fixation on me. It makes you look loony.

I will withhold judgement until seeing it in the metal 2-D pictures often do not do a design justice. That being said, it does look somewhat generic. The A5 looks better. I do think Audi is a first tier luxury based on their sales and ATP. However, I agree their crossovers are upgraded VWs. Drove the MB GLC last week and came away wondering why anyone would consider anything else.

My favorite Audi (prob. the only one I like) but my wallet is more geared towards the Arteon.

I'll let Audi's sales do the talking. So far this year, Audi's global sales growth has surpassed both BMW's and Mercedes-Benz's.

Based on that, I'd say Audi is doing a great job. Of course people are entitled to their opinion, but as long as global sales growth keeps growing (and at a rate faster than its competitors) don't expect Audi to change course.