CAR WARS! Luxury Barge SHOWDOWN: All-new Audi A8 vs. BMW 7-Series vs. Mercedes S-Class

I watched this recently, and tended to agree with most of the opinions. In short it's same old same old, for the most part. The S-Class is a little quieter and a little cushier. The interior is more dramatic looking, etc. etc.

But, I was surprised by the commentary advocating the S-Class more enjoyable to drive than the 7.

That has not been my experience in driving these two vehicles, but he was also driving the facelift S, which I haven't been in. If it's true that Mercedes made changes to the S-Class to make it more comfortable AND more engaging to drive than the 7-Series, then BMW really is in bad shape as they will have just lost their key competitive advantage in this segment. They still have a better infotainment, a few nice unique tech and luxury touches, and maybe you prefer more aggressive look outside and upright/formal look inside. But overall, driving dynamics was their ace in the hole. It just seems odd that Mercedes would make a change like that for a mid-cycle design refresh.

The A8 was a surprise, especially to hear it was more comfortable than the S-Class. I'll have to give that serious look when it comes time to trade in.

Great points!

I've driven the refreshed S63 and, frankly, I didn't find it to be better to drive — from a driver's perspective — than an M Sport 750i. BMW did really great work making that big ass sedan feel much smaller than it is in actuality.

I believe it is possible that the all-new A8 has bested the S in comfort simply because of its all-new tech that adjusts the ride based on the road conditions ahead. I posted a video a while back showcasing that tech and it really is amazing how it works as it completely changes the way impacts are absorbed.

BMW has consistently lost ground from its "ultimate driving machine" days and Mercedes has not only gained ground, they then closed the gap and finally exceeded BMW. I'm not a huge fan of either brand, but I'd go with a Mercedes over a BMW hands down. The VWAG Oldsmobiles need not apply.

Actually - I found the 7 series not to handle very well at all - it does not handle anything but smooth roads very well. It just does not compete with the S class as a Luxury Vehicle.

Unfortunately - the A8 seemed smaller inside - but it certainly has no presence as a large luxury car. I cannot see spending for a car that does not really look the part of the money spent.

I humbly disagree with this assessment.

True, neither one handles "well" in the grand scheme of things, due to the sheer physics of their size and weight.

Relative to that though, I find the 7-Series to be the better driving car. Not just around a track (like that ever happens) or during spirited driving, but during everyday trips as well. The steering of the S-Class is so light and disconnected, and the suspension so rolly-polly (relative to the 7) that it bordered on feeling sloppy to me.

It's probably not actually sloppy, all things considered, but coming from the 7 and jumping directly in to the S, that was my first impression.

The 7 isn't that far off the S in terms of comfort either. It seems to nearly match the S-Class for cushy driving, but also adds a much more enjoyable and competent driving experience. For me, that's the better balance, a nearly negligible trade-off on one end, for a relatively substantial improvement on the other. Most people shopping in this segment seem not to agree though, and prefer the even slightly improved comfort of the S.

NewQ — You nailed it!

To me, the 7 feels a lot like a discount Ghost when you put it into its most cushy settings. Then, when you wanna have some fun it is completely obtainable and drives way better than anything else of its long wheelbase persuasion.

Who do you buy cars for, you or other people looking at you?

I buy cars for myself now. My Kids are long gone from home - have kids of their own as well. I am lucky that I have the wherewithal to be able to afford many cars that most people here only dream of - and my last purchase was a Mayback 650 which I love -no Bmw competes with it -and the Ghost does not either as far as I am concerned. However - in buying a car in this class - at least one consideration is buy a car I would like to be seen in. THe A8 looks so much like all the other Audi's on the road - that it is hard to distinguish it unless you are up close. However - frankly - I am not enamoured by the reliability of the Audi as well - a few managed to enter the family and were disasters - requiring more repair time than we the family got driving time in one case.

IN driving - the BMW is simply no competition for the S-class.

Great 3 way comparison video. Thanks for the rides!

It would have been nice if they added the Jaguar XJ and Maserati Quattroporte to the comparison, there are areas where those cars are better than the Germans trio.

You have a point as the Jaguar XJ is a hoot to drive but the reality is it's so far behind in just about every category it is essentially null. The only people buying XJs at this point are die hard, Jaguar loyalists.

The Quattroporte is sort of a joke when comparing the big three as well. I just don't see it being relevant.

You've got to be kidding. The XJ is so outdated and horrible as to defy description and the Maserati is just a Chrysler 300 with a Camry dull body.

@Agent00R - The XJ might be a bit longer in the tooth, but it is still the lightest car in the class. And every review I have read tells me the same things you did in that it is an absolute hoot to drive. Especially the XJR versions. I don't need the latest tech in my car. If I needed a luxury sedan I would pick up an off-lease XJ add an extended warranty and be smiling all the way home.

The XJ is nice (looks great, lightweight construction, some people like the interior club room feel), but it's just so old relative to the others that it's no longer a serious player at the top of this segment.

It's technology is too far behind, and the design language (inside at least) just isn't up-to-date enough, though some might prefer that. It also doesn't have as balanced of a driving experience as the others (comfort or sporty).

The Maserati is kind of an odd bird as well. I just can't figure out its appeal, other than purely aesthetics.

My take on Maseratis (and the Quattroporte in particular) is that they look great and sound great, but don't drive or handle any better than the equivalent BMW, and don't have an interior with the luxury or build quality to match the others in the segment either (the design language does have its own appeal however). I just can't figure out how it's competitive, other than "being a Maserati", but maybe that's enough.

@NewQ Check out the sales and you'll see it's not competitive at all. Given that they are OK with a Chrysler V6 masquerading as a Maserati engine, they should have done a Hellcat Ghibli and a Hellcat Quattroporte. That would give buyers a real reason to buy them. As they are, they are just overpriced Chrysler 300s.

mat does a good job. these cars are obsolete when it comes to sales. better to do a comparison of their suv equivalents. and youre missing the boat if you think thats wrong at least when it comes to sales.

SUVs rule the sales race today.

WHich sales race is that?

THIS is a comparison of Full Size German Luxury Cars. THere are no crossovers in it because they are not in that class.

I guess you need to pony up for an AMG S-Class or S8 to get real exhaust tips. Sad.

why they didn't added the new LS

The new LS is a catastrophic miss from Lexus. It's a nice car and looks much more impressive in person, but Lexus got the aim way way wrong.

I can't argue with that.

The Lexus LS500 is a fantastic car, but it's not going to sell. Not with the direction in which they've engineered it. That doesn't mean the LS (or any other of the competitors) are bad, it just means they're locked out of the customer base.

These days, if you're not 100% geared towards comfort, you've lost the majority of buyers in this segment. And it's tough to do that without coming across like an S-Class wannabe. Mercedes expertly played this game.

It's a bit of a shame, since I think there should be room for variety and alternatives in this category, and I'm glad some automakers continue to field those options, but from a sales point of view they'll never be on top.

Arguably, the LS needed much more of the bold style of the LC. I'd also have turned it into the muscle sedan of the segment with unbelievable power at a reasonable price.

Ironically, I'd argue that if you're not going with an S Class skip past the 7/A8/LS/XJ/Qporte and look at the G90 or Continental Black Label. It's almost like you either go big or you drop in price range and get real value.

The A8 seemed to have won this comparo due to its more advanced suspension software. Makes sense. But all other factors would point me to the S-Class. It looks like its price, both inside and out. The Audi looks like a class (or two)below. While that may sound superficial, it's an important factor for me. I don't want to pay si figures for a car that looks like it should start about half of that. The same can be said for the BMW, really.
And the interior of the A8, like all new Audis, feels cold and sterile. And I'm just not sold on so many screens, at least for now.

When you see the A8 versus an S Class, the two-pay-grades-lower stench is everywhere. The Mercedes is actually the value despite being the most expensive.

My local Audi dealer had the new A8 in the showroom for a couple of days last month. Driving wasn't allowed but I went to check it out anyway and compared it to my S63. The Audi is quite a bit roomier in the back than the S Class. Also, the materials really do feel richer and more solid overall. The only downside with the new A8 is the exterior, which is quite plain.

LS500 IS BETTER THAN ALL THESE POSERS, THAT'S WHY THEY DIDN'T TEST IT.

Great use of sarcasm.

Great use of sarcasm indeed. The LS being a new model and only selling around 700 units in July its SAD. Looks to me like a sales failure. By the end of the year they will be back to their average of 300 units per month. Maybe that is why it wasn't included in this comparison. I think the LS will be "POSING" along with the likes of Jaguar, Lincoln, Cadillac, Hyundai and Buick.

To my eyes the side profile on the new Lexus LX550 looks like an old Ford Taurus. I have no idea why there are so many pillars. It is not photogenic in the least. And this situation will not fix itself with a midcycle refresh either. I fail to see how this design got approved by the board at Lexus.

In person it's better, but the LF-FC promised so much especially as the LC was a show car put into production.

I've seen all of three new LS500s on the road. Other times I think I'm seeing one and it's a Buick Lacrosse. That's not a good thing. I saw an Avalon and it was much more distinctive than the LS and, IMO, looked better. The LS lacks distinction. Looks like several other non-premium cars.

I think the BMW 7-Series has clearly been surpassed by the new Audi A8 and the S-Class. The S-Class is the luxury defacto option for those who want the plush and cushy ride. The A8 is the best option for those looking for highly advanced technology in a sleeker and more modern environment.

Unfortunately for BMW, buyers in this segment don't really want a sports car handling large sedan. If they wanted a car with the best driving dynamics, the 7-Series would be the clear sales leader but it isn't. BMW is offering a large sedan that drives much smaller than it looks to a potential customer base that is looking for luxury.

As long as BMW puts handling and dynamics first in this segment, which it has done for decades, it will come far short of the S-Class in terms of sales.