The A8 is Audi's flagship model, and as such, it's the one that showcases the company's technological developments. Although it looks very similar to the model it replaced in 2003, under the surface it features the latest-generation aluminium spaceframe construction, plus clever touches such as four-mode adaptive air suspension, the MMI (multi-media interface) system, adaptive headlights and keyless entry with fingertip recognition, as well as Audi's well-proven quattro four-wheel-drive system. It is offered with 3.0- 3.7- and 4.2-litre petrol engines, plus, for the first time in the UK, diesel options, in the forms of a 3.0-litre 'six' and 4.0 V8 TDI. A 6.0 W12 petrol engine will be on offer later in 2004. The A8's main rivals are those from BMW, Jaguar and Mercedes-Benz - the 7-Series, the XJ and the S-Class, as well as cars like the latest Range Rover and other top-end 4x4s.

The A8 is positioned as a sporting alternative to all of the above, as well as being the high-tech option. It is, apparently, the choice of Britain's 'rock aristocracy', the ultra-wealthy and successful businesspeople, all of whom want class and comfort in a discreet, understated exterior wrapper.