Is Audi at last about to have a flagship that will compete more strongly with the best of the other Germanic tribes, the BMW 7-series and the Mercedes-Benz S-Class, not to mention the Lexus LS430 and the Jaguar XJ series? Andrew Hamilton reports.
Audi in Ireland thinks so with the latest A8 that has just gone on sale here. "It's true we haven't made a huge impact with the previous model, in spite of its innovative space frame technology", says John Hayes, Audi sales manager. "But this time, it's different. We have a much more comprehensive model line-up including diesel. Before we basically relied on three petrol engines." The old car, introduced in 1994, sold in total 105,000 units and the Irish share of that in over eight years was around 90. Hayes expects Irish sales of 70 plus this year and 120 to 150 next year. "We think too, that the permanent all-wheel-drive or quattro technology has to be appreciated and not everybody is aware that it's in the A8 as a standard feature." There's a new generation of space frame technology with widespread use of aluminium. Audi claims that it's 40 per cent lighter than luxury competitors and the lightest body shell in the luxury D segment.
In appearance, the A8 flagship is still unmistakably Audi. There's a dynamic, purposeful profile indicating that it could gobble up motorway miles with ease.
Two versions are on sale here initially, both with V8 engines. The 3.7 litre with 280bhp, is €97,300 ex-works while the 335bhp 4.2 litre is €105,900 ex-works. 0 to 60mph times respectively are 7.3 and 6.3 seconds.
Interestingly, the A8 makes its right-hand debut here: it will not be seen in Britain until May.
Predictably for a luxury car, luxury features abound such as individual climate control for driver and passengers. Optional items include a DVD-based navigation system, radar-assisted distance control, automatic tyre pressure monitoring and remote driver access. The standard air suspension system, useful for the irregularities of Irish roads, allows for three settings and there's a "lift" mode for rough or uneven surfaces.
The extended A8 range that is expected to increase the appeal include a 4.0 litre diesel V8 in July, 3.0 litre petrol and diesel models at the end of this year and the S8 high performance car at the end of next year.
Despite economic ills, these are good times for Audi. Last year, over 3,000 cars were registered or 35 per cent up on 2001.