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…
Recent Comments
nzecowitz - You can guess where it’s still sold.
nine11c2 - I was going to comment on that too – the Land Cruiser is a forever car – its dependable because I rebuilt everything. The parts on the W123 are...
jdmcomp - The beauty of the 7 is that it is street legal. This is not. Love the concept, could be expanded to lots of sports...
threeer - Given that there are still many W123 running around (and I had one a few years back), I can’t imagine that the support structure needed to keep one...
crtfour - Like others have mentioned, the obnoxious dealer commercials would be enough to keep me from even going into a Kia dealership. My wife watches the news in the...
AMC_CJ - I have 3 older cars; a 78′, 79′, and 83′. The 78′ Chevy Malibu I drive almost every day to work, run errands in, etc. It’s actually...
PonchoIndian - First, thank you for your service. I know a blackhawk pilot currently stationed at drum, and have been there to visit a few times. Welcome to the...
BobAsh - I’m sorry, but I have to disagree, especially with the idea of LS400 being a better choice. While I know that lS400 are marvellous machines, nearly...
nine11c2 - I need one car that gets me from work to home and back. A W123 doesn’t do that. I leased a Acura TSX, all black, with the 2.4 and manual six speed. Leather...
gtemnykh - I think Sajeev’s LS400 suggestion may be a good compromise of you wanting a ‘quality’ car, and one that will still be reliable in 2013 once you...