I see so many stunningly depreciated German luxury cars in pretty nice condition at the cheap self-service wrecking yards that they don’t register in my consciousness much more than your typical Sebring or Sephia. These days, though, I’m making an effort to notice such cars, since it seems that many of you thought this big V12-powered BMW was interesting.
I was headed over to the Denver U-Pull-&-Pay last week, in search of some bits for my ’41 Plymouth project, and I resolved to find and photograph a high-end Audi. Sure enough, here’s this clean A8, not as new as I’d like, but still an excellent example of what happens to such cars soon after they get into the hands of their third or fourth owners. (Read More…)
Bloomberg is reporting that Audi will reveal the next A8 sedan at the upcoming Frankfurt auto show in September and that Ingolstadt’s flagship will more get upgrades so it can more effectively compete with the next generation S Class from Mercedes-Benz, which is currently being launched.
The Audi A8’s fifteen minutes of fame in Super Bowl XLV showed that Audi did not intend for its flagship to fall into the luxury sedan trap of courting mainstream aspirational lust with a stodgy, obviously “upscale” demeanor. And since America’s economic recovery is too halting to inspire over-the-top indulgence, and Mercedes owns the “bulk-and-bling” approach to luxury anyway, Audi’s attempt at a more subtle, sophisticated brand of luxury flagship makes good marketing sense on paper. But does Audi’s cleaner, leaner design aesthetic strike the right tone for a “new era of luxury,” or does it doom this A8 to the over-subtlety that kept its predecessors from breakinginto the mainstream of full-sized luxury? More to the point, does Audi’s sophisticated marketing message reflect a car that really does offer a different approach to luxury? Let’s find out…
“Didn’t he say they had only one of the new A8s?”
“That’s an A4, Dad.”
Some people will walk away at this point, refusing to even consider spending $85,000+ on a car that can be so easily confused with one costing less than half as much. A similar problem killed GM’s luxury car sales back in the second half of the 1980s. But, by walking away, are these buyers missing out on the best large luxury sedan on the market?
I won’t lie, I was expecting something a little more… dramatic from the new Audi A8. On the other hand, if it weren’t a fundamentally understated car, it wouldn’t be an A8.