Audi A8 Offering Emotional Premium Mobility with Its Luxurious Cabin

The latest Audi A8's premium concept is primarily defined by an interior experience that is emotional and comfortable as the needs of potential A8 customers change where consumers want mobility experiences that are comfortable and emotional that fits with their lifestyles. Interior design is influenced by many factors, such as quality and sustainability of materials used, comfort, infotainment, and control logic.

At the passenger seat, occupants could enjoy the luxury seats that offer numerous adjustment options and a footrest on the back of the front passenger seat. Passengers can use this device to warm and massage their feet in various degrees.

Then, another cool feature is the digital matrix LED headlights with DMD technology. DMD or digital micromirror device is a powerful LED broken down into tiny pixels by 1.3 million micromirrors in each headlight. As a result, it can be controlled with high precision and resolution.

On highways, the lane and orientation lighting emit a carpet of light that shines particularly brightly into the driver's lane. Meanwhile, this orientation light helps drivers intuitively stay in their lane at road construction sites. The A8 also features standard OLED (organic light-emitting-diode) taillights.

Based on Audi's understanding of a progressive luxury sedan with maximum customer focus, the product embodies prestige and status. To meet the market's needs, Audi conducts extensive market research worldwide. For instance, the vehicle is positioned as a chauffeured limousine in China. 

“Cars in the luxury class are not traditional chauffeur-driven sedans for us across all markets. Accordingly, the vehicle is configured more dynamically,” says Audi A8 technical project manager Peter Dlab.

The Audi A8 has always been characterised by agility and driving dynamics. With its new design, the revamped flagship caters to those who enjoy driving themselves, especially with the A8 L Horch most suitable for those who prefer chauffeured service.

Due to its all-wheel steering, the Audi A8 is ideal for urban driving. It can cover the entire range of comfort and handling characteristics, including the smooth roll of a luxury sedan and its dynamic, tight handling of a sports car. The A8's predictive active suspension comes in handy, and active suspension allows the body to be actively controlled during acceleration and braking, thus significantly reducing body roll and dive.

Beijing is home to the Audi Innovation Research (AIR) team. Technical gadgets and sophisticated design solutions are popular with Chinese customers more than anywhere else in the world. Another important tool is Audi Innovators Circle (AIC), where feedback and statements can be gained via a chat app based on user experiences with the car or target demographic’s lifestyle.

Overall, the revamped A8 remains the brand’s flagship model that drives innovation at Audi. The team always introduces the latest technology in the A8 first and only then, followed by other series.