New A8 could be Audi’s last sedan-shaped spearhead and design-tech standard bearer
THE new 2023 Audi A8 arrives next week in what could be the last revision of Audi’s brand, design and technology leader in internal combustion engined sedan format as the premium German brand begins a more concerted push towards battery electric vehicle technology and buyers trend strongly toward SUVs.
At the announcement for local A8 pricing and specs in Sydney last week, incoming Audi Australia director Jeff Mannering noted the model’s halo status for the brand, yet also admitted it was on borrowed time, at least with an internal combustion drivelie.
“The A8 represents the pinnacle of the Audi brand, from a technological and engineering excellence to benchmark luxury and finish … [But] from 2026, every new Audi will be electric,” he said.
“From 2023, we will be well on our way to producing our last internal combustion engine.”
Of course, Audi is not the only company in the throes of transitioning to battery electric vehicles (BEV) but the calendar note for the brand’s change to an electric future only serves to emphasise the relatively short-term nature of this updated diesel-powered A8.
But for now, just weeks after the S8 performance flagship hit local roads packing a twin-turbo petrol V8, the new D5.5 generation A8 will be available here in ‘50 TDI’ guise – audi speak for a 3.0-litre V6 turbo-diesel with 48-volt mild hybrid tech.
The short wheelbase (SWB) variant is priced from $202,700 plus on-road costs A8L long wheelbase (LWB) version commands a $20,000 premium while the bahn-storming S8 requires a substantial extra investment at $273,400 + ORC.
A8 sales have declined from a high of 58 units for the outgoing D4 generation model in 2016, to just 26 of the D5 version sold in 2021, compared with 81 deliveries of the BMW 7 Series and 263 of the Mercedes-Benz S-Class that year.
One explanation for some of the A8 sales easing, says Audi, might be the hire car market, where operators that once favoured the A8 appear to have switched to an Audi SUV.
Audi Australia marketing manager Nick Reid told GoAuto: “Hire car operators seem to be choosing an Audi Q7 SUV, for its better residuals, larger boot space as well as the seven-seat capacity making it attractive for use as a weekend family car.”
Key changes to the refreshed A8 are new front and rear bumpers, redesigned 20-inch wheels and new features such as S Line trim and digital matrix headlights as standard.
The digital matrix headlights, first seen on the e-Tron Sportback electric coupe-SUV, provide lane and orientation lighting to guide the driver at high beam levels of illumination without dazzling other road users. Adding to the wow factor are five programmable light sequences for start-up.
New taillights are digital OLED and include a proximity warning for following motorists while Matrix LED reading lights are also featured inside, allowing the direction of the light beam to be altered.
The S Line pack includes front and rear S line bumpers, grille and S line badging up front. A no-cost option is a chrome exterior package, which includes chrome accents for the grille, as well as chrome strips on the front and rear bumpers and door handles. A black styling package is also available as an option.
With its new bumpers, the new A8 is 18mm longer than its predecessor, at 5190mm (A8L: 5320mm).
The 210kW/600Nm 3.0-litre turbo-diesel powerplant with a 48 volt mild hybrid technology is tied to an eight-speed automatic transmission and Quattro all-wheel-drive system. Audi claims the A8 sprints to 100km/h in 5.9seconds and consumes 6.6L/100km on the ADR combined cycle (the A8L is slightly thirstier at 6.7L/100km), emitting 175 grams of CO2 per kilometre.
Safety inclusions are also comprehensive for Audi’s image leader. Standard tech includes adaptive cruise control with stop and go function, traffic jam assist, active lane assist, side assist and turn assist, pre-sense rear, collision avoidance assist, emergency assist, cross-traffic alert, intersection assist and driver attention alert.
The A8L also comes with variable ratio steering and rear-wheel steering, a pairing that is a $4600 option on the SWB A8.
Both wheelbases have a 12.3-inch, high-resolution Audi virtual cockpit and colour head-up display, wireless Apple Carplay and Android Auto, wireless phone charging, two Bluetooth connections and DAB+ digital radio. There’s also a rear seat remote, which allows operation of a range of climate control, seat, lighting and convenience features from the rear seats.
Exclusive to the A8L is a $20,000 Executive package that includes rear-seat media screens with digital TV reception and electrically adjustable individual rear contour seats featuring ventilation and massage functions, heated armrests and a ‘relaxation’ front seat with heated foot massage function for rear passengers.
For both body styles, a $1400 optional five-spoke alloy wheel design can be upgraded to 21-inch rims for $3400.
Eleven paint colours are available, with metallic being a no-cost option.
A five-year warranty and five years of roadside assist are included along with membership to the Audi Experience bespoke loyalty program.
2023 Audi A8 pricing*:
*Pricing excludes on-road costs.
Keyword: Audi cuts the ice with new A8 limo