Audi is out with its all-new 2011 A8 Normal Wheel Base (NWB) and A8L Long Wheel Base (LWB)

Key Summary Points:
• The new generation of the Audi brand’s flagship, introducing a new era in progressive excellence. Combining dynamic exterior and luxurious interior design with sporty driving characteristics, while providing the highest level of comfort and convenience equipment in the segment.

• The D4 (fourth generation flagship sedan) stands for a unique combination of aluminum space frame, MMI user interface, interior craftsmanship, quattro all-wheel-drive and adaptive air suspension.

• The Audi brand icon with the perfect execution of sporty, progressive, and sophisticated character.

• Differentiators from competition are sportiness, superior quality and progressiveness. Progressiveness is expressed by the A8 through technological innovation expertise and forward looking design.

• Showcases Audi design, innovation, craftsmanship, and excellence.

• Audi Space Frame (aluminum) weighs 40% less than a comparable steel frame and offers 25% more torsional rigidity than its predecessor.

US-Market specific information:

• Key competitors are the Mercedes-Benz S Class and BMW 7 Series.

• NWB shown in Detroit. LWB is the core model in the D Segment in the U.S., and will be revealed at the Beijing Motor Show in late April, 2010. Differentiation: The NWB A8 is positioned more of the ‘driver’s car’, with sportiness and driving dynamics in focus, while the LWB balances prestige, sportiness and comfort.

• Segment sales and pricing will be announced in Fall 2010, shortly prior to both NWB and LWB launching simultaneously at U.S. dealers.

FAQ:

Where will the A8 be manufactured?

It will be built in Neckarsulm, Baden Wuertemberg, Germany, home of Audi’s Lightweight Construction Center. This is the same location where the R8, A6, and A5 / S5 Cabriolet are manufactured.

When will the A8 go on sale in the U.S.?

The all-new 2011 model year A8 and A8L will go on sale in the U.S. in Fall 2010.

How much does the A8 cost?

It can be expected that it will maintain its relative position in the market, with even more product substance and technology.

How many A8’s does Audi plan to sell in the U.S. per year?

The D3 A8 reached almost 6,000 units (5,943 in 2004) and just under 7% segment share. However, the premium luxury segment is under tremendous pressure now (-39% at the end of 2009). Even so, Audi plans to increase market share relative to the D3 with this exciting new flagship.

Besides the A8 NWB shown in Detroit, what other A8 models are planned for the United States?

Today we are introducing the new A8, and its first model will be the V8 NWB model. Other models will follow to create a full A8 model line including performance, prestige and alternate-fuel variants. The A8L being shown in Beijing for the first time in late April 2010 is one of those additional models.

How much does the A8 weigh?

Official figures/specifications, including EPA fuel economy estimates for the A8, are not yet available, however, the new A8 will weigh about the same as the current A8, even though the car is bigger (3 in. longer, 2 in. wider) and has more standard equipment (8-speed auto transmission, pre sense basic, keyless go, power trunk, etc.) Versus normal wheelbase competitors: ~50lbs less than S Class RWD, and >200lbs less than S Class AWD; >200lbs less than 7 Series RWD and >400lbs less than 7 Series AWD. The Audi Space Frame is 40% lighter than the comparable steel frame of the segment competition.

Who are the A8 customers?

A8 customers are highly affluent consumers with a median income close to $500,000, and are most likely worth over $1,000,000. Median age is around 58, which is similar to the BMW 7 Series, and younger than the S Class and Lexus LS. They are highly educated, with almost half having a post-graduate level degree, and are mostly married with few children still in the household. They enjoy traveling, both domestic (e.g. skiing/spa) and international (e.g. Italy/France). Typical publications that they enjoy include the Wall Street Journal, the New York Times, The Economist and Barron’s.