For many years, one of the core elements of the Audi A8’s appeal was its refined and ultra-classy ‘outsider’ appeal. Versus the once-staid S-Class and now-staid BMW 7 series, the A8 was a breath of fresh air.

For the ultra-luxury limo set of shoppers, the A8 represented a ‘Mac’ type of aesthetic and usability, versus its very PC-type logic and functions of the other big German luxury sedans.

The Audi’s shared German engineering, driving feel and performance instantly put the car ahead of the Lexus LS in many enthusiasts’ minds.

A refined and measured exterior and interior design seemed as lightweight and effortlessly stylish as the innovative alloy chassis was underneath.

But all those traits went out the door pretty quickly as the Audi A8 became another default choice for wealthy old ladies, or the husbands who made their car choices on their behalf.

The cool crowd is back with Mercedes-Benz and the AMG S63 – as well as a variety of tasty new entries like the Porsche Panamera, Maserati Quattroporte and even Audi’s own A7.

So where does this leave the A8 and its hot-rod cousin, the S8?

It leaves them in a strange limbo. Definitely, definitely not sexy or cool as the trio of sports saloon cars above. But also not nearly as traditional or badge-status-y as the Mercedes or even the BMW 750Li these days.

An odd duck that the Apple and Mac-types would barely relate with today for 2015. The A8 has gone ultra-traditional with a modest revamp outside and in. Chasing sales – where the A8 does very well actually, with a top-five score among luxury limos in the US – means the 2015 model will offer everything from a front-drive TDI engine to the big W12 in the very fancy A8L… W12.

The sweet spot for speed, handling and sex appeal is undoubtedly still the $115,000 S8 model. Packing the twin-turbocharged V8 from the Bentley Continental GT V8 S, this car is seriously rapid and trying to regain its cool points once again. Black exhaust pipes, a darker tint to all the lighting, available dark blade wheels and other sporty additions help the S8 look low and fast and mean.

The car is also a bit of a bargain versus the S63 and S65 AMG these days – with pricing that is comfortably about $25,000 less across the board.

Excluding all this brand appeal trendiness, the S8 is, of course, a solid performance limo for 2015.

But even for a cold-minded shopper, the S8 lacks the bulls-eye of style and intelligentsia appeal of the celebrated A8 and S8’s of yore.

 

2015 Audi S8

Exterior Gallery

 

2015 A8/S8 Press Kit

2015 A8/S8 Press Kit

Highlights:
– A8 model line includes the A8 3.0T, 3.0 TDI, 4.0T, the S8 4.0T and the W12
– A8 TDI® clean diesel achieves class-leading fuel efficiency with EPA estimated 24 city/ 36 highway/ 28 combined MPG* with an estimated highway range of up to 800 miles
– A8 flagship sedan available in normal and longwheelbase models, S8 available in standard wheelbase only
– ASF aluminum construction offers exceptional rigidity, lightweight design that helps provide excellent performance and efficiency
– Audi connect® offers Google Earth™ Mapping and real-time access to weather, travel, gas/fuel prices and other online search information as well as a Wi-Fi hot spot for up to eight passenger devices
– A8 L W12 engine includes efficiency enhancing cylinder on demand system
– New electromechanical power steering in the A8 model line provides greater comfort and agility, while improving fuel efficiency and enhancing Driver Assistance Systems

Lineup Changes for 2015 Include:
– New A8 and S8 front and rear facia design

– Completely redesigned LED headlights are now standard for the complete A8 model line

– Significant updates to the front fascia of the A8 – the hood has a more sculpted design to add strength, including a – Singleframe® grille: which is more 3-dimensional, new upper corner shape

– New front facia design for the S8 includes Singleframe® grille, bumper, air intakes, new side sills, rear diffusor and   wider quad oval tailpipes

– S8 received new interior option – Audi design selection Vermont Brown with Carbon Twill Copper inlays

– A8 4.0T engine received an increasein power from 420hp to 435hp
– New optional selection of 20” wheels for all A8 models
– Four new optional inlays for the complete A8 lineup
– Optional Night vision assistant, now with animal detection in addition to pedestrian detection, is available on all A8 models
– The new Audi A8 features an optional Head-up display – for ease of viewing vehicle speed, navigation information, and Night vision warning information projected onto windscreen
– Audi active lane assist alerts the driver when the car moves across lane markings without the activation of the turnsignal and gently moves the car back into its lane
– Audi side assist alerts the driver of the presence of a vehicle when changing lanes as well as to vehicles approaching the neighboring lane

*Where stated, fuel economy values (mpg) are EPA estimates. See www.fueleconomy .gov for details. Actual mileage will vary and depends on several factors including driving habits and vehicle condition

ABOUT AUDI
Audi of America, Inc. and its U.S. dealers offer a full line of German-engineered luxury vehicles. AUDI AG is among the most successful luxury automotive brands globally. The Audi Group delivered 1,575,500 vehicles to customers globally in 2013, and broke all-time company sales records for the 4th straight year in the U.S. Through 2018, AUDI AG will invest about $30 billion on new products, facilities and technologies. Visit www.audiusa.com