Audi Forced to Climb the Luxury Ladder, All Thanks to Mercedes-Benz

Steph Willems
by Steph Willems

After pumping out a respectable range of luxury sedans, coupes and SUVs for years, Audi now finds itself scrambling to counter an onslaught of high-end boutique models from Mercedes-Benz.

The automaker is hinting that more versions of the range-topping A8 could be on the way, AutoExpress reports, including a long-wheelbase Maybach fighter.

In recent years, Mercedes stretched its S-Class six ways to Sunday, yielding ultra-lux models like the Mercedes-Maybach S600 and Pullman, as well as a full-size convertible. In contrast, Audi doesn’t have any half-block-long versions to offer — just its A8 and slightly stretched (by five or so inches) A8L.

That might have to change.

“We are thinking about it,” said Dr. Stefan Knirsch, Audi’s technical head, during a recent launch in Germany. “The success of the extra-long version of the S-Class has got us wondering about whether there could be a business case for that in the future.”

A full-size A8 coupe is another possibility for the brand, though a long-wheelbase version seems the most likely spin-off, at least initially. Audi already offers an armored “Security” version of the A8L.

During his speech, Knirsch revealed that the next A8 will feature a greater level of automation, allowing the driver to go hands-free on the highway for longer periods of time and at greater speeds. That might be great for individuals who drive their own A8, but not for chauffeurs of (future) stretched versions who should be busy chauffeuring, not texting their buddies.

The next-generation A8 arrives next year with upgraded technology and an available mild hybrid drivetrain. There’s now a good chance that new versions could join it.

[Image: Audi AG]

Steph Willems
Steph Willems

More by Steph Willems

Comments
Join the conversation
11 of 42 comments
  • Lorenzo Lorenzo on May 04, 2016

    What's this "half-block long" talk? The S600 is 227 inches long. That's the same as the 1965 Imperial Crown on a slightly shorter 129 inch wheelbase. The full size cars of the early 1970s (Buick Electra, Cadillac Sedan DeVille, Lincoln Continental, Imperial LeBaron) were longer and wider than the S600. And there are readers here old enough to have actually driven those cars. Yes, they handled like tuna boats, they sucked expensive 50-cent/gallon premium, and their strangled engines were an abomination, but they were common on America's roads. The S600's size is nothing special, by old American standards.

  • Davekaybsc Davekaybsc on May 04, 2016

    It's amazing how the "Audi is just a gussied up VW" thing absolutely refuses to die, when the last time the A4 shared any relationship with a Passat was some two decades ago. VWs engines sit sideways. Audi's engines sit longways. Engines are not something you can just flip around willy nilly. The 4Motion and Quattro AWD systems are also completely unrelated, except for the Golf based Audis that still carry the Quattro badge. If you want to talk parts bin, the Lexus LS has the exact same cruise control stalk as a Toyota Corolla. Audi and VW on the other hand don't share those parts, or most other parts. It was painfully obvious that the early Bentley Continentals used VW parts straight from the bin. You don't see that in even an A3. That being said. starting with the current S-class and continuing with the C-class and now the 2017 E-class, Mercedes has re-established themselves as the unquestionable leader in interior design and quality, something that used to be an Audi specialty. The new Q7 and A4 have begun to right the ship, (if you think an F30 BMW 3 series has a nicer interior than the 2017 A4, you're dreaming) but they had better deliver a MUCH better interior than the outgoing A8 has if they want to make any kind of a dent in S-class sales. Audi would also do well to figure out a way to finally banish their blank button problem. Not only do you not see blank buttons (at least obvious ones) in any other luxury brand, they haven't even been on Kia center stacks for a decade or so. And yet if you don't absolutely load your Audi up to the gills, you'll have a good half dozen blank buttons right in the middle of the dash staring you right in the face. And because not every option is available in our market, even a loaded Prestige model may STILL have two or three or four blank buttons. It looks like crap, and I'm amazed that the "interior masters" still haven't figured out how to deal with it after all of these years.

    • See 4 previous
    • Hreardon Hreardon on May 05, 2016

      Have to agree with Dave. As much as I appreciate the A8 (especially the previous generation which just had great proportions), it really does pale in the "who is more boss" comparison with the current Merc S-Class. The new Mercs really are pretty machines with great interiors. Subjective, I know, but as much an Audi fan as I am, I'd take the S over the A8 any day of the week. The current A8 just never worked for me: nose looks tacked on, proportions don't flow, everything just seems a bit hacked together and 'off'. The S, on the other hand....is elegant, bossy and just flashy enough without being too ostentatious. Audi's differentiator, especially in interior design moving forward, is to look more futuristic compared to Merc's luxury angle. Perfectly reasonable attempt.

  • Jagboi Jagboi on May 05, 2016

    Last time I was in central London S Class are everywhere, and A8's are fairly rare. I saw more Bentley, Rolls and Aston's than A8's. Certainly in Europe and the Middle East, the S Class owns the large luxury sedan market.

  • Webbrowan Webbrowan on May 06, 2016

    It is all about staying on par with, if not better than, your competitors when you are dealing with a highly profitable industry like automotive. Ideas need to constantly be enhanced and new improvements need to constantly be on the way in order not to lag behind and lose potential customers.

    • See 1 previous
    • Corey Lewis Corey Lewis on May 06, 2016

      @hreardon Were you around during the time when we had Nancy bot? There was a woman who typed like this - making terribly obvious statements all the time, for no apparent reason. They were wordy enough to seem written by a real person, but also obtuse enough to seem bot-like. I think this is her replacement.

Next