Audi’s Rise In Stature
by Brian Douglas

When we reviewed the new Audi A8 L last year, we found a lot to like about Audi’s big, competent flagship. In every measurable category, the luxury sedan stacks up well against the BMW 745iL, Mercedes-Benz S430, and Jaguar XJ8 Vanden Plas models, and trumps those worthy competitors with its Quattro all-wheel-drive system. However, in the luxury marketplace, the brand carries more weight than the specification sheet.

When Audi’s new A6 and A4 near-luxury cars were introduced recently, company executives complained about the brand’s lack of stature in the U.S. In Europe, Audi’s trade name ranks equally with the other luxury makes. Of course over there, Audi hasn’t suffered from the mystique of “unintended acceleration” and has had the benefit of a solid marketing campaign.

So the two new and dramatically improved Audi models may get more import luxury buyers to look at the entire model lineup. Audi is betting that if potential customers check out the big A8, they will buy one or recommend the car to friends. In addition to word-of-mouth, I’ll bet that a good dose of marketing would go a long way to help sell this very solid car.

Audi incorporated nearly every new piece of automotive technology into our A8 test car. Entry and starting was accomplished with the “key” fob safely in a pocket or purse. Both front heated seats adjusted sixteen ways and the results were stored in preset memory. DVD navigation complemented the 12-speaker Bose® surround sound system and both could be programmed by an iDrive-like twist and click wheel. Cruising was controlled by radar, complete with brake intervention when needed, and the adaptive air suspension had continuous damping and automatic load leveling. Trunk access is a click of the fob to open and a push of a button to close. You won’t work up much of a sweat operating this machine.

The A8, with its aluminum construction, is a bit lighter than every competitor but the alloy Jaguar, yet it feels as substantial as an iron beam at speed. The big 4.2-liter V8 now delivers 335-horsepower through a six-speed Tiptronic® transmission with a respectable 18-city/24-highway fuel economy.

This luxury sedan is willing to tackle a twisty mountain road and will stay nicely planted until the limits arrive. In rain, something we’ve had plenty of this year, the A8 is, in horse racing language, a mudder. The Quattro system plants the power where it’s needed without a gaggle of electronics to get in the way. The electricity is saved to operate a stability control system if conditions require intervention. And Audi’s latest drive system has added an electronic differential lock to help move things forward when traction is truly elusive.

At nearly $80-grand, most buyers expect a bit more car than other luxury makes since the resale may lag somewhat behind the competition. In fact, savvy buyers might look for a slightly used model if they can find a well cared for example. But in straight up comparison with the best from Europe, the Audi A8 holds its own and then some. — Brian Douglas