Audi A8 L: The New Business

I happened to be passing through Union Square in NYC when I saw the distinct glowing LEDs half way down 16th St. It was my first encounter with Audi’s new big dog, the A8 L. I have seen the press releases and many photos of the car; in person, it’s a different story.

Audi A8 L

Audi A8 L 4.2 FSI V8

The story is Business.

TFG defines Business as ‘The discernible projection of being official, status,  looking the part, or other status worthy of recognition, typically in large urban environs.’

The Big Dog is one of the best projections of Business.  Chauffeurs have known it since the advent of the carriage.


2012 Audi A8 L

You’re probably now asking yourself, ‘What’s a Big Dog?‘  A good friend of mine and I coined the term about 8 years ago.  The Big Dog defined is ‘The flagship vehcile of a European luxury auto marque.’  Example: Mercedes Benz S-Class, BMW 7-Series.  Sorry Lexus, Cadillac and Lincoln, you will never attain Big Dog status with any of your vehicles.

Upon seeing this 4.2L FSI V8 powered private jet on wheels, the first thing that came to mind was Audi’s ‘Goodnight’ commercial, and the very bold quote ‘Goodnight bygones, everywhere,” made directly in reference to the Mercedes Benz S-Class. As I walked around Audi’s new flagship, it became evident that the quote wasn’t a publicity stunt.  It was Audi’s claiming automotive supremacy with its offering.

The A8 L is understated, yet unapologetic in its appearance.  Nothing about its exterior suggests that Audi is trying to be ostentatious with it, save for the LED daytime runners.  It’s a handsome design that doesn’t go out of its way to articulate its flagship status, or to draw attention against the likes of Merc and Bimmer.  It simply says ‘Let’s do business.’

Until the 2013 S-Class arrives, and demonstrates that it is worthy of reclaiming its long held title, the Audi A8 L is the new Business.

Mercedes-Benz S-Class



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