How do you see the Audi A8 against its competitors?

[RMDB9]

We recently had two threads about MB and Jaguar and how they are seen as "luxury" car manufacturers. I wonder how the PH community perceives Audi's A8 (all model years) compared to its direct competitors MB S-Class and BMW 7 series, and also how you see the car in general, from a "what kind of statement does it make"/"what does it stand for" kind of perspective, so subjective and anecdotal, please.

It is soulless? Cold and bland, compared to a magnolia-clad XJ? Not-almost-there compared to an S-Class? A souped-up repmobile?

[Dave Hedgehog]

people generally buying any of these cars are looking for fast comfy barges, so they make them fast comfy barges

[C7 JFW]

I think although the cars are all in the same 'circle' in terms of platform offerings, I feel they're actually quite different propositions in my eyes. I'll only comment on the larger engine cars which are the only ones which really interest me.

The Audi A8 - I'm only buying it because they sell the S8 which is designed as a discreet, comfy rocket ship. I've recently test driven one and really liked it, I just struggled with the idea of spending £30k on a car on finance again so I walked away.

The BMW M760Li - I love the idea of one of these for long distance travelling in one of these, I just don't know what their position in this market really is. I should probably test drive one.

The S63 AMG - I think it would be dis-respectful to consider the S Class as anything other than the reason the group exists. It is also, possibly the ultimate daily (unless like me, you'd probably go for an S65 AMG).
More than that, the S Class in my eyes, is a different part of the Mercedes brand all together and having driven one, possibly the nicest car i've ever driven in terms of comfort.

Sadly I don't consider the Jaguar product comparable, they quite simply don't have the budget to develop their cars.

[mickyh7]

An A8/S8 for 30k?
Or have I missed something.

[Fatball]

I had a used A8 a while back. Petrol V8. Wasn’t the most expensive car I’d bought or ran (other than an engine and gearbox service it needed nothing else) but it was the best.

I can only imagine how nice a new one would be but I’m not sure I’d know the difference if you blindfolded me and took me out in the best Mercedes, BMW or Audi can produce at the moment.

[Triumph Man]

I remember, when I was about 12, so 2003 or so and the Audi A8 D3 was newly launched, Top Gear's price list and guide of all new cars at the back of the magazine said of the A8 "Audi badge still struggles in this segment" which nowadays seems unthinkable!

I think the current A8 looks, out of its competitors, the most "traditionally German" i.e. slightly square rigged, not too much "flame surfacing" just aggressive enough, but at the same time somehow the most discrete. I realise of course that "discrete" is a relative term!

[RMDB9]

A8 - technical, somewhat "cold" (re the "grey" wood inserts in the previous model), restrained exterior
7 - somewhat chubby, "sporty", BMW-level interior
S-Class: great variety from Beirut taxi to somewhat chavvy (current model with the "Chanel stitching" dash)

A8 D4 for me, pre-facelift, black with tinted rear window, 17" wheels.

[RMDB9]

Thats all??