BETA
This is a BETA experience. You may opt-out by clicking here

More From Forbes

Edit Story

2004 Audi A8L

This article is more than 10 years old.

Overview

Audi has a rare opportunity.

BMW , the leading German sports-luxury brand, made a misstep last year when it debuted its new 7 series. The 7's styling was weird; its iDrive interface, with technology from Microsoft , was too complicated. And, in fact, 7 series sales have fallen by 10% versus this period in 2002 (through August 2003), while Mercedes-Benz 's S-Class sales are actually up 10% through the same period.

HIGHS:

Cabin comfort doesn't get much more sumptuous; handling tops in its segment.

LOWS:

Electronic gadget overkill.

READ MORE TEST DRIVES

]]> Audi's own A8 was recently revamped and has been on sale since June as a 2004 model. And sales of 2003 and 2004 models combined have nearly doubled over last year at this time. But Audi's hardly knocking on its rivals' doors yet--we're talking about 2,000 A8s versus BMW and Mercedes selling roughly 13,000 S- and 7 series cars apiece so far in 2003.

But we still think Audi has a real shot at making a statement in this segment, and the reason has everything to do with what Audi does best--aesthetics. See, when you drive the A8L (L stands for long-wheelbase; a sports S8 comes to this market later) you realize that you've got something really special. (We touched upon this recently, in our roundup of 2004-model cars, but having just lived with an A8L for a week, we think there's a lot more to explain than we were able to in that multi-car story.)

See, the $68,500 A8L is neither as cushy as the Mercedes $81,000 S500 (which costs $88,000 for the all-wheel-drive that comes standard with the Audi), nor as cerebral as the $72,500 745Li (the longer version of the 7 series). Instead, it's splendid to look at, and a joy to drive. Which maybe puts it where the well-heeled luxury-car buyer would want to be, since the A8L still gets a huge backseat and, yet despite being nearly the length of Ford 's F-150 pickup, is startlingly agile, and quite quick as well. It also has one of the slickest cabins we've seen this side of a Maybach.

But there's yet another side to this equation, one Audi doesn't like to discuss--cachet. One clear reason Mercedes and BMW sell so well in this segment is bombproof branding. If you're going to buy (or more likely, lease) a $70,000 car you want everyone to know you're a big shot, and so you go with the label that says just that. Audis just haven't ever held that sort of esteem, especially not in this country.

Then again, if you're less into labels and more into having the ultimate stealth luxury tourer, a car that has great presence, but doesn't make you look like a sheep, maybe the A8L makes the most sense to you.

From The Driver's Seat | Should You Buy This Car? | Specs

From The Driver's Seat

If there's a stealth war going on the car business, it's on the "interface" front. That is, carmakers seem to be busting their humps to cram more and more technology into cars, even if their customers aren't necessarily clamoring for it.

We have some pity for the carmakers, because while customers complain about the usability of such technology, those same buyers seem to want all the gadgets just because they lend some (albeit likely specious) credence to the very high prices luxury cars command.

Which is why we now arrive at Audi's Multi Media Interface system, a rival to BMW's iDrive system and one many writers have called more intuitive than that, latter technology.

But as usual, we've got a different opinion; we think it's worse, and here's why. First, with iDrive the driver is required to control several functions via a mouse-like device that resides on the transmission tunnel (behind the gearshift), and to check his selections on a screen that sits at the center of the dash. (This system has now been simplified in the next-generation BMW 5 series, and will be easier on next year's 6 and 7 series as well.) But the driver never has to look at the iDrive mouse, just at the center screen.

While that's still not ideal, MMI's mouse is surrounded by a brace of eight buttons and you have to remember (ideally without taking your eyes off the road) where each of these buttons live in order to access various on-screen menus. And if you need to go from one menu to another, you're bound to get lost--and then be forced to take your eyes off the road to find another button. For instance, the A8L comes with four suspension settings. To reset the suspension you push the "Car" button, then use the mouse to access one of the presets you desire. Fine. But now you want to locate a particular CD track. So unless you remember where the CD/TV button is located around the mouse, you have to look down, stab it, then rotate the mouse dial to the CD control switch, and then click on the track.

And although you can toggle through radio presets using a knurled thumbwheel on the left spoke of the steering wheel you cannot change the band here; instead you have to click the Radio button, then rotate the wheel to AM or FM, then depress the mouse dial.

Don't even get me started on trying to locate a new station when you drive to a new town. The Audi, like so many cars, lets you automatically get the strongest stations, or to scan by genre, but that almost always gets you a generic grouping of stations, none of which is seemingly broadcasting anything but easy listening. And did we mention that because of MMI, there's no room left in the dash for the CD changer, which now must live in glove box?

Graciously, we will spare you most of the other MMI complaints, lest they envelop the rest of our review.

But we might as well give you the rest of our, albeit scant, beefs right now.

1. All Audis with sunroofs used to have semi-open setting. At that setting Audi engineers had determined that a minimal amount of buffeting would occur (that recoil effect that makes your eardrums hurt). It was a subtle, but absolutely delightful function; one that Audi owners knew put them quietly in better stead than owners of other cars. Sadly, that littlest detail is lacking with the A8L.

2. Although the rear seat headrests are pillow-plush, Mercedes drivers get a special button to dump said headrests when reversing, allowing for a better aft view (naturally the button should not be pushed with there are rear seat occupants). But the A8L lacks such a switch, and with a fairly steeply raked backlight, it's one car that could really use one.

Okay, highlights? Sure, there are many.

As we said in our opener, this is a special car, with many features that are exceptional. For instance, the driver's seat has exceptional adjustability. There is an automatically adjustable thigh bolster, a lumbar (that moves up and down as well as in and out, and even the shoulder portion of the seat can be moved fore and aft for added support. And as we said, the backseat area is immense. We had a 6'3" driver get comfortable behind the wheel, then leave the seat as is and climb into the backseat to see how much knee room he had. It turned out to be nearly six inches.

Further amenities are more subtle. At night, there's theater-style "puddle" lighting on the floor and all ambient lighting glows outside the driver's field of view so as not to disturb his nighttime vision, and even the on-door map pockets get lighting so you can discern the contents. And throughout this cabin the use--and perfect fit--of wood and aluminum trim, and of knurling for various dials and switches, speaks of an attention to detail you'd expect if Rolex did car interiors. We should also mention that the Bose surround-sound system in this Audi is--as is seemingly routine for that company--stupendous.

Even the littlest things are smartly rendered, for instance, the driver's vanity mirror (there are four such lit mirrors in this car) has a second, magnifying mirror, which could be handy for applying makeup.

As for actually driving the A8L, although this is a very large car, it features that aforementioned adjustable suspension, and a sports mode (as well as a manual one) for the six-speed automatic gearbox. The 330hp V8 likes to rev freely, featuring a slick, mechanical roar when you stomp on the gas, and the 19-inch wheels on our tester were shod with 255/40ZR-19 Pirelli sport tires, providing serious grip--much more than you'd expect of a car with this much heft. In fact although it the A8L is certainly geared toward the rear-seat passengers, if you were buying this car because you sometimes needed to entertain clients, the rest of the time you would hardly be bored.

Overview | Should You Buy This Car? | Specs

Should You Buy This Car?

At highway speeds the A8L is so supremely quiet, I was shocked when I heard the sound of my wife's hairbrush over the din of the road--at 75 mph, with her in the backseat while we and another couple were heading to dinner.

One thing that belies the sheer size of the A8L, and which BMW's new active steering system (now on the 5 and upcoming 6 series) could solve, is the feeling of slight strain when maneuvering the car at parking-lot speeds. We'd rather have this than the very light steering sensation of past Audis, and at most speeds the tiller in this car is perfectly weighted, with decent road feel if a little bit of quivering over the worst roads.

We'd also probably opt for all-season, rather than summer tires. You might lose some of that exceptional grip, but you'd gain a better overall ride quality on poor roads; and if you live somewhere where it snows or rains a lot you'll be on safer footing. (We've told readers this in the past; just because a car like the Audi gets all-wheel-drive that doesn't mean it can overcome physics; summer tires have a rubber designed for being pliant on warm roads while on cold roads such rubber becomes more like plastic--too slick to provide decent grip.)

Our overall impression of the A8L is quite good. It looks better to us than either the Benz S500, which appears more stately, or the edgy BMW 7 series. And while the BMW is a little quicker, it also feels a bit colder, a bit less emotional.

But we'd highly recommend that any probable A8L buyer gets behind the wheel (tell the salesman to take a hike) and try to navigate MMI. If you think you can live with it, then you'll be happy in the A8L. By the way, you should do this with the interface in the 7 series and in the big Benz--which doesn't have anything like iDrive or MMI.

Then again, maybe that's why Mercedes S-Class sales are going up. If so, then both BMW and Audi have blown it, letting a technological battle that inhibits driving pleasure get in the way of what should be Job #1--satisfying the customer.

Overview | From The Driver's Seat | Specs

Specs

Manufacturer Contact: The Audi Web site

MSRP: $68,500

Color options: Arctic White, Atlas Gray Metallic, Brilliant Black, Burgundy Red Pearl Effect, Irish Green Pearl Effect, Light Silver Metallic, Night Blue Pearl Effect, Northern Blue Pearl Effect, Oyster Gray Metallic, Platinum Beige Pearl Effect, Sage Green Metallic

Suspension Type: Front: Independent with diagonal and lateral links; driver-adjustable, self-leveling air springs; anti-roll bar, Rear: Independent with diagonal and lateral links; driver-adjustable, self-leveling air springs; anti-roll bar

Acceleration: 6.3 second 0-60 mph

Engine Type: 4.2-liter DOHC; 5 valves per cylinder V-8

Horsepower: 330 @ 5,200 rpm

Torque: 317 lb-ft @ 3500 rpm

EPA Mileage: city, 17; highway, 24

Overview | From The Driver's Seat | Should You Buy This Car?