The alarms went off when the model could not be chosen in the configurator on their website, but it now seems that there is no turning back: Audi has closed orders for the A8 in Germany. Which means that the manufacturer is going to stop marketing them, at least for the moment. It is the end of an era for its flagship.
More than 30 years giving the call. Since 1994 it has been Audi’s reference in the large luxury sedan segment, competing directly with the Mercedes S-Class and the BMW 7 Series. The fact that it is going to disappear from the market has its reason, but above all it responds to a trend that we have been experiencing for years: people are moving from sedans in the premium segment: they want an SUV.
What exactly happened. On February 18, Audi stopped accepting configurations of the A8 in its German domestic market. The brand’s website now redirects interested parties to second-hand alternatives. Motor1, which was the media that confirmed the news, received a response The manufacturer is vague about its availability: “it depends on inventory levels and other factors,” said a spokesperson for the brand.
The A8 is currently still active in the UK and US configurators, where it starts at $95,100, but everything indicates that once stock runs out in each market, the Audi A8 will say goodbye.
The D5 generation I was on my way to 10 years. The current model arrived in 2017 and received a facelift in 2021, falling short of standing up to its rivals. While Mercedes has renewed the S-Class with around 50% new or redesigned components, according to they count from Autoblog, they already point to the next big leap planned for 2029; and more of the same for BMW, which is already preparing new features for the 7 Series. In this context, the A8 has aged without being able to catch up.
On the other hand, according to they counted in October from the German media Automobilwoche, the Euro 7 regulations would make a new restyling of the D5 unfeasible without a prohibitive cost.
A segment in retreat. The A8 does not fall alone. Lexus said goodbye to the LS after 37 years, and brands such as Jaguar, Maserati, Cadillac, Lincoln and Infiniti have already abandoned or drastically reduced their presence in this segment. And the numbers of the A8 itself throughout its history say it all: the first three generations sold between 150,000 and 200,000 units each worldwide. The current D5 generation, presented in 2017, has not reached 50,000 units in its entire life cycle, according to they count from Motor News.
The door is not completely closed. Audi spokesman Marcel Bestle dropped to Motor1 that the brand “will communicate more details about a possible successor at a later date.” Maybe we’re not going to say a definitive goodbye, but it seems that Audi is going to have to rethink things a lot to go back to betting on the A8.
Maybe make the jump to pure electric? In this context, they still have to give it some time, but being left without a representative sedan for longer than necessary can end up damaging the brand’s image. Meanwhile, it seems that Mercedes and BMW have free rein to continue accumulating more market share in this segment.
Cover image | Audi
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