Surprise: the larger, expensive luxury sedan isn’t selling well. But slow sales aren’t the Audi A8’s only problem. A vastly more competitive and electrified market, a missing next-generation platform, and Audi’s own uncertain path have all contributed to a set of trying circumstances for the large luxury sedan.
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Audi’s A8 Could Be In Trouble
Last year, deliveries fell by a huge 26.3 percent. That amounts to 14,955 cars. The car also hasn’t received an update to its styling or tech at the same rate as rivals. This could be leading buyers to see the car as “outdated.” The car did get a bit of a touch-up in 2022, but the current model was introduced some years prior.
The car should look and feel like the top of the Audi pyramid. It is, after all, with a stunning cabin and some seriously comfy seats. Its sedate German styling and more lively S8 version are both solid, too. But a tiny trunk, inconvenient tech, and less-than-stellar powertrain mean the A8 isn’t quite on top of the competition. Right now, Audi doesn’t have much of a plan for its future, either, per Automobilewoche, with the company still seeking a successor platform to pin the car to.
Audi can stall for a bit of time, though. The car’s current Premium Platform Combustion (PPC) platform isn’t terrible. Extending the car’s lifespan for a few more years is possible, even with minor updates. Should the car’s somewhat floaty ride get a fix-up, the A8 would edge back towards competitiveness with cars like the 7 Series. New tech could make it a match for Mercedes. But the car’s future is still uncertain.
Audi Mulls Over The A8’s Next Phase
Audi
Head of Technical Development, Geoffrey Bouquot, told Automobilewoche, “We are thinking intensively about when we will launch the successor to the A8 and which drive technology is the right one.” A decision will be made soon, including whether the replacement will use gas powertrains or will leverage electrified technology. Until then, the lack of a decision and a constant path forward will mean the current A8 is going to sit for some time – 2029 could be the earliest a new successor arrives by.
Audi has an opportunity now, having already fallen a little behind. Its Concept C made some waves. Folks seemed to resonate with the car’s more subtle approach to tech and a focus on compelling design elements. It’s also something neither Mercedes-Benz nor BMW is even remotely considering. Both are charging head-first into the latest tech and most audacious, loudspoken designs in an effort to one-up the other. Audi could buck the trend, creating a lineup that reflects the Concept C’s more Bauhaus design cues and emphasis on touchpoints over tech.
