Road Test/Audi 8: An uphill climb faces the new A8, a strong, classy contender in the tough luxury market with lots of serious opposition.
As cars take on the role of jewellery in our society - symbols of wealth and social standing - at the executive level it's all about what the car says about you. If your paying out €100,000 of your hard-earned loot, you don't want to be taken for a mere middle manager. When you pull into the outer lane on the motorway you want those in front to know that it's a well-paid senior executive that's rubbing their rear bumper.
Price? Talk to my accountant. Engine size? Take a look at what the badge says on the boot after I pass you by. Energy efficient? Who are you, the local Green party candidate?
In the luxury executive class, it's about being pampered and letting others know about it. In that context, the various major league marques battle it out on the spectrum of driver enjoyment and sheer unadulterated splendour.
Not surprising then that it's a market controlled by the ever-efficient Germans, in particular BMW and Mercedes. However, significant ground has been taken by the likes of fellow German Audi, Jaguar, and the only real Japanese contender, Lexus. With Lexus focussed on opulence and Jaguar targetting the middle ground, the four-ringed Audi has aimed for driver dynamics.
The task ahead for the VW-controlled marque is all that more important as it strives to put some space between itself and its VW bedfellow, the new Phaeton. Inexplicably VW has decided to enter with its own executive offering. Understandably in this image conscious market, the VW badge does not carry the necessary kudos - the result has been a less than enthusiastic response by continental motorists.
So, into this field of play comes the latest A8, claiming to offer a more dynamic appeal to the executive motorist. Yet, in fairness, it would seem others have stolen some of its dynamic thunder. In particular, a change of approach by BMW with its striking 7-series, has taken some of the sheen of Audi's technical dynamism.
The A8's unique components such as aluminium bodyshell and air suspension are now shared features in the segment, with Jaguar opting for aluminium for its XJ. Meanwhile its sci-fi entertainment control panel MMI (Multi-Media Interface) is very similar to the BMW iDrive, if a little easier to use thanks to more button-based controls.
However, in many ways the later arrival of the A8 with MMI has let it escape under the radar of criticism that descended upon BMW and its iDrive technology, with many claiming it was too complicated to use.
Unwarranted criticism in our opinion, for we are among the minority who found the iDrive relatively easy to grasp. However, the MMI is more user friendly, requiring less flicking through various screen options to find what you are looking for.
One criticism of the system is that the controls are too far down the central console, forcing the driver to look down to find the right buttons. However there are easy-to-use steering wheel controls for the system as well.
As for the dynamic element of the technology, the turning button that lets you scroll up and down and spell words by spinning around the alphabet is less user-friendly than the Lexus touchscreen system. Touchscreen is also a feature in the new XJ. Doubtless the A8 will not feature on the Sinn Féin fleet in the near future, given that its satellite navigation system features all Irish addresses under "Great Britain".
In terms of design, the A8 is no slouch when it comes to looks and is a far sharper package than its junior sibling, the A6.
Inside the cabin, it fulfills all the requirments for a luxury executive, well finished and solid in feel. Rear seats are more than ample for two adults to travel any distance in comfort, though this is clearly a two-seat rear bench rather than three.
The middle space has not been sculpted to comfortably accommodate a third person for long trips. In terms of boot space, the A8's enormous rear space stretches back to the rear seats and can easily accommodate three or four golf bags, some shopping and the odd body, if you were so inclined.
From the driver perspective, the large central console represents a significant barrier between driver and front seat passenger and the controls are at easy reach.
Under the bonnet, the A8 is available with two V8 engined models, one a 4.2 litre with 335 bhp with 0-62mph of 6.3 seconds, and the other a 3.7 litre developing 280 bhp with a 0-62 mph speed of 7.3 seconds. Both have a limited top speed of 155 mph, pointless information in our world of penalty points and tight winding roads.
Our test car was powered by the 3.7-litre unit and never lagged, though the flow seemed to come in surges rather than smooth increases. This we would blame on the gearbox which failed to offer the immediate and smooth transfer of power we've experienced from other models in the Audi fleet.
Cruising on the motorway was flawless and, with cruise control turned on it, was merely a case of pointing the car in the right direction. On our best surfaces, the ride was so smooth it felt more like we were doing 30mph than 70mph. However, there is some road noise particularly over less than perfect surfaces, and it does not challenge some of the other German entrants in terms of cornering and agility. In the back roads you know you are driving a large car.
The A8 features an adaptive air suspension with continuously variable damper settings. Four optional settings are available via the MMI, from comfort to dynamic (or sports) though it is most likely that owners will opt for the automatic setting once the thrill of adjustment wears off. We were also a little disappointed with the "dynamic" setting, which was less sporty than we had hoped for.
The A8 also features moving Xenon headlights which follow the direction of the car at speeds up to 45 mph when the car is turning, on a tight bend, or reversing. They illuminate areas around the driver's field of vision that would normally be regarded as blind spots. Safety elements include two-stage airbag activation for the driver/front passenger, Audi's own Sideguard head-level airbag system and new active front head restraints.
Our test car came without the new 19-inch 12-spoke alloys shown here. No doubt, were we to dip into our pockets for the optional extras, they would be a must purchase.
Overall, up against some serious contenders such as the 7-Series and S-Class, the A8 has an uphill task on its hands.
FACTFILE:
ENGINE: 3697 oc V8 offering 280bhp and 360 Nm of torque (pulling power) mated with a six-speed tiptronic automatic gearbox.
PERFORMANCE: A top speed of 155 mph and a 0-60 mph of 7.3 seconds.
SPECIFICIATION: Quattro four-wheel-drive is standard, along with ABS and several airbags.
FUEL: Urban: 16.3 mpg. Extra-urban: 32.1 mpg. Combined: 23.7 mpg.
PRICE: €97,950 (incl. delivery).
THE COMPETITION:
Audi A8 3.7 quattro. 3697cc; 7.3 (0-60); 155 max speed; 280 bhp; 23.7 mpg combined; €97,950.
BMW 735i A/T. 3600cc; 7.5 (0-60); 155 max speed; 272 bhp; 26.4 mpg combined; €96,300.
Mercedes S-Class S350. 3724cc; 7.3 (0-60); 153 max speed; 245 bhp; 25.4 mpg combined; €98,200.
Lexus LS430. 4293cc; 7.5 (0-60); 155 max speed; 278 bhp; 23.5 mpg combined; €100,335.
Jaguar XJ 3.5-litre. 3555cc; 7.3 (0-60); 150 max speed; 262 bhp; 26.5 mpg combined; €N/A.