If a car buyer in India is ready to spend seven figures on a vehicle, they have more options than mass-market automobile purchasers. They may choose from top-of-the-line models made by the trio of German luxury automakers, Audi, BMW, and Mercedes-Benz, as well as those with a recognisable brand logo, such those from Jaguar or Land Rover, Porsche, Maserati, or even a Bentley or Rolls Royce. Audi has made every effort for its flagship luxury sedan, the A8L, which was debuted earlier this year. However, in India, the Germanic automaker tribes are competing for the title of greatest luxury automaker. The Mercedes-Benz S-Class and the BMW 7-Series will be competitors for the new A8L.
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The A8L has always been a discrete limousine. The A8L is as skilled at projecting a royal presence as its German counterparts are, but it is not recognised for its showy overtones, which the Mercedes S-Class is famed for, or for its streamlined performance on the road, which has earned BMW an almost cult-like following. The A8L may not catch people’s attention right away, but once they see how long the extended-wheelbase car is—despite being somewhat smaller than the competition in terms of absolute dimensions—rarely can they fail to notice it. This was especially noticeable on the congested roads of Delhi’s busy conurbation, where cars that would normally keep their elbows out for even the smallest amount of space on the road made way to let the A8L to pass.
A house’s interior is split.
The Audi A8L’s interior is what will split the majority of buyers. Although the cabin is largely the same as previous A8L generations as well as other Audis, the fact that it doesn’t make a bold statement—with a disruptive, inimitable design—might not be to its advantage given that Indian car buyers, especially HNIs, are now seeking out vehicles that, in the opinion of major automakers, are aspirational in their design.
Driving: A disconcerting utopia
Since the owner of a car like the A8L may never get behind the wheel, the driveability of the vehicle is not a deal-breaker. The 5.3-meter length and 3.1-meter wheelbase of the A8L contribute significantly to its vast dimensions, but the three-liter mild hybrid engine remains unaffected. The vehicle’s throttle response surpasses all expectations, and even at triple-digit freeway speeds, the car was as steady and calm as it would be in congested traffic. A sophisticated, comfortable experience is not hindered by anything, not even the 8-speed automatic gearbox that replaces the dual-clutch transmission used by the Germanic clan of automakers. The gear-shifting is not at all unpleasant, even when the throttle is depressed in the middle of an overtaking manoeuvre.
Verdict
As was already established, the A8L lacks the 7-Series’ power and ostentatiousness of the S-Class. It is, in fact, the daily motivator for a business owner or C-suite executive who wants to establish their presence while avoiding being the centre of attention. The A8L might draw attention, yet it can also blend into the shadows of convoluted traffic jams. Segment-first features, such a foot massager, are absent from even the S-Class vehicles.
The A8L is available in two variations: the Celebration Edition ($1.29 crore, ex-showroom price) and the Technology Edition ($1.57 crore, ex-showroom price). While the latter is more expensive and has more bells and whistles, the Celebration Edition’s price is appropriate because it is less expensive than comparable German models (Audi is known for offering lucrative deals on its portfolio as well, so the price could go down even further). The Indian vehicle consumer may very well be convinced to pass on the A8L if the Technology Edition is priced on level with the S-Class or the 7-Series.
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