On the D+-level executive flagship product, Audi and Mercedes-Benz will start the battle for the pinnacle of German luxury. From the perspective of the global automotive market, there are only a handful of brands with D+-level administrative flagship products, because D+-level administrative flagship products not only have a very high technical threshold, but also because the public's recognition and acceptance of the brand takes time to precipitate. It is precisely like this, among the D+-level administrative flagship products, any one of them is a well-known existence. In the past two years, BBA has been improving its brand management and moving towards a more high-end and luxurious direction. For example, BMW has been accelerating its large-scale luxury car product offensive in the past two years, while Mercedes-Benz has also continuously enriched its S series, G series and other product lines to expand the high-end luxury series.
Audi has also strengthened its presence in the high-end segment and launched the A8L Horch in 2021 to enter the top luxury segment. Previously, Audi had been competing in the million-level D-class sedan market for many years with the A8L, and its performance in the market continued to improve. Especially in the domestic market, the Audi A8L is growing very fast and has become a popular choice for high-net-worth individuals. On this basis, the Audi A8L Horch is the pinnacle. Named after Audi founder August Horch, the A8L Horch is not only Audi's thinking on the D+ executive flagship, but also represents Audi's enterprising spirit of excellence.
125 years ago, August Horch founded the Horch company with the promise that "I am determined to produce only powerful, high-quality luxury cars under all circumstances". This enterprising spirit of "pursuing the ultimate" has been inherited for 100 years, which is not only the core of the Horch brand, but also the unchanging DNA of the subsequent Audi brand, and the core element of mutual attraction between Audi and its owners and fans. As it was a hundred years ago, the direct rival of the Audi A8L Horch is the Maybach.
Now, the A8L Horch is also expanding its product range in order to capture a larger share of the high-end segment. On March 22 this year, the Audi A8L Horch was officially launched, with two models priced at 1.3 million yuan and 2.0768 million yuan respectively. The 55TFSI version will continue to be equipped with a combination of a 3.0T V6 engine + 48V motor, while the 60TFSI version will be equipped with a combination of a 4.0T V8 engine + 48V motor, and will also be available in limited quantities with a special edition option package for the Year of the Dragon. Among them, the Audi A8L Horch 60TFSI, an Audi top luxury product, is undoubtedly the most concerned.
Among the D+ class luxury cars, there are not many V8 products on their own. Now, with the addition of the A8L Horch 60TFSI, it has formed a big competition with the Maybach S580 for German V8 products. So, which of these two is the most "trenched" first class on the surface?
More history, more performance
For D+ products, the competition is completely different from the dimension of other level products, and this level of competition cannot win the market by heap configuration alone. Consumers of executive flagship sedans are either rich or expensive, and they are more interested in four aspects of product selection: brand history, design, luxury, and performance.
The historical sense of prestige and brand spirit of the product itself is one of the core dimensions of forming a luxury brand. The Audi A8L Horch is derived from the Horch brand, which has historically been one of the representatives of top luxury cars in Germany, and its products have become a symbol of European aristocracy with strong power and luxury. Horch and Maybach belong to the four major ultra-luxury brands of the last century, and even the history of the Horch brand is 10 years earlier than Maybach. After restarting Horch, Audi did not develop it as an independent brand, but placed it under the flagship product of A8L, and considered to continue to expand the A8 series through brand empowerment. Mercedes-Benz, on the other hand, has created a separate series for Maybach, and these two different approaches have different strategic considerations.
As the pinnacle of Audi, the A8L Horch 60TFSI inherits the DNA of the Horch brand, and its products are characterized by strong power. Horch is the pioneer of the German 8-cylinder engine, as early as 1926, the Horch 8 type 303 Pullman was equipped with the first 8-cylinder engine in Germany at that time, and it was an in-line 8-cylinder, which achieved "far ahead" in technology. You know, at that time, Horch's main competitor, Maybach, used a 6-cylinder engine, while Horch focused on high-end and luxury, and only sold models with V8 engines and above - which meant more luxury and high-end.
How popular was Horch at that time? Look at two sets of data: In 1932, the Horch brand accounted for 44% of the newly registered 8-cylinder 4.2-liter top luxury cars in Germany. By 1937, in the German luxury car market with a displacement of more than 4L, the Horch brand accounted for 55% of the market share, three times that of Mercedes-Benz at that time. The V8 engine on the A8L Horch 60TFSI is the pinnacle of power. The EA825 engine, developed in collaboration with Porsche, is a perfect expression of the mechanical beauty of the V8, thanks to its unrivalled craftsmanship and performance.
The EA825 engine on the A8L Horch 60TFSI produces 338 kW (460 hp) and maintains a peak torque output of 660 Nm from 1,850 rpm to 4,500 rpm. This engine has integrated twin-turbocharging, 48V mild hybrid technology, mid-mounted top fuel injection, high-pressure fuel injection, ANC active noise control + active engine mounting, plasma spraying technology APS + honing process, COD cylinder closure technology and other technologies. Within the Volkswagen Group, the EA825 engine is used in the Volkswagen Group's highest-end products, including Porsche, Bentley, Lamborghini and Audi RS models. In order to ensure the quality of the engines, it even has a special production line, and the daily output is only about 200 units.
Complementing this powerful engine is an 8-speed Tiptronic automatic transmission with full-time quattro all-wheel drive technology, which allows the A8L Horch 60TFSI to accelerate to 100 km/h in just 4.8 seconds, which is faster than the Maybach S's 4.9 seconds. With this powerful power, the A8L Horch 60TFSI can bring users a majestic power output, which can calmly cope with various road conditions, relax and enjoy the driving experience. In addition, the A8L Horch 60TFSI is equipped with four-wheel steering as standard, allowing the driver and passengers to remain elegant and relaxed at all times.
More understated luxury and design
As a top-of-the-line luxury car, the understanding and creation of luxury is equally important, and exclusive customization and details are the key. In terms of design, the A8L Horch 60TFSI has an exclusive front face, exclusive wheel shape, "H" crown logo and chrome exterior mirrors, which not only inherit the classic design of Horch, but also an exclusive proof of "supreme luxury".
For example, the bright silver chrome exterior mirrors inherit the craftsmanship of the Horch 853 Silver Fish and AutoUnionType D Silver Arrow racing cars, which are classic and elegant. In the design of the front face, the upper six horizontal rows and twelve longitudinal grilles are adopted, which are more restrained than the Maybach's edge, but highlight the trend of "passing through the sky and latitude", and the overall low-key and majestic and domineering. As an iconic design, the 20-inch galvanized wheels that come directly as standard on the A8L Horch 60TFSI are also more eye-catching. Compared with the 19-inch electroplated wheels used in the Maybach 480, the 20-inch electroplated wheels used in the Mercedes-Benz S580, and the electroplated wheels of the A8L Horch 60TFSI are more domineering. It is worth noting that the "H Crown" logo embellished in the center of the A8L Horch 60TFSI Lunyi directly points out the noble status and heritage of its royal car, showing dignified and noble.
In addition, the front fenders, rear windows, and rear of the A8L Horch 60TFSI have a clear "Horch" logo, which all highlights the owner's noble status, and these details are the "unique" that the owners love. But more importantly, the "Horch" logo is also a tribute to Horch, this kind of founder spirit and the distinguished owner through time and space, to achieve a sense of echo, showing the character and inner pursuit of the A8L Horch Founder's Edition 60TFSI owner.
Inside, the two-tone body is the highlight. As a unique design to enhance the sense of luxury, the two-tone bodywork is available as an option on the Maybach, but it is standard directly on the A8L Horch 60TFSI. In terms of body color, the A8L Horch Founder's Edition 60TFSI also adds carbon brown, Sebring black and star gray colors, and provides a variety of two-tone exterior exclusive customization services to meet the exclusive and personalized needs of car owners.
As the top car of the bosses, the sense of prestige and comfort in the rear row is the core assessment dimension of a good executive flagship car. And comfort is actually the gene engraved in the bones of the Horch brand. Looking back on history, Horch launched the Pullman in 1932, in addition to being equipped with the first 8-cylinder technology, but also to achieve the ultimate in comfort. At the time, the name Pullman meant "sleeper" and was synonymous with the ultimate in space and comfort. Then, in 1933, the Horch 830BL model adopted a long wheelbase for the first time, which was the first to be designed for executive lengthening, and was loved by royal families and nobles around the world. Whether it is the concept of building a "sleeper car" or the long wheelbase, it has become a classic method that has been imitated, which shows that Horch is leading in the concept of luxury.
Because it really understands luxury, the luxury made by Audi is more detailed. On the A8L Horch 60TFSI, Audi has redesigned the body size, and the wheelbase has been lengthened by 130mm from the A8L to a staggering 3258mm. This not only provides a luxurious riding space for rear passengers, allowing passengers to enjoy the trip in a comfortable environment, but also makes the vehicle more magnificent, which fully interprets the owner's magnificent mind.
In terms of creating a ride feeling, the Audi A8L Horch 60TFSI seat is made of Wagner leather, while using softer seat materials and multi-profile design, so that the seat can better wrap and support the body and improve ride comfort. The rear seats, in particular, also boast double cushioning and pneumatic cushions with three levels of dynamic support in the front 16 groups and 18 rear groups, as well as 8 different massage modes. In addition, the rear seat is also equipped with a massage function, which can be used to massage and warm the soles of the feet with a variety of intensities. It is no exaggeration to say that this allows every ride to enjoy a SPA-like experience.
Quietness is essential for a comfortable ride. In order to ensure the ultimate in-car experience of the A8L Horch 60TFSI, Audi has assembled a team of experts at every step of the process, from the whole vehicle to chassis development to quality assurance, and even tests the vibration response of individual parts to reduce noise. In terms of components, the A8L Horch 60TFSI uses class-leading seals and has a double-layer construction with acoustic glazing as standard to reduce external sound. The car is also equipped with an automotive noise compensation system, which monitors exterior noise in real time through four microphones integrated into the vehicle, and balances noise through five in-vehicle woofers and system algorithms. This allows passengers to fully stretch their bodies and minds, and enjoy peace and quiet.
If you're looking for some music in this environment, the Audi A8L Horch 60TFSI will surprise you enough. The difference between the 23 Bang & Olufsen speakers and the Maybach with only 15 speakers is a completely different kind of experience – when you're in the A8L Horch 60TFSI, you're in a concert hall, and you're always in a concert hall.
It can be said that from multiple dimensions such as vision, hearing, and touch, the Audi A8L Horch 60TFSI provides drivers and passengers with the ultimate feast of multiple senses. In addition, the car is also directly equipped with front and rear warm comfort packages, on-board 220V power supply, rear refrigerator, etc., which greatly improves the functionality and scene requirements of the vehicle, and these configurations are optional on Maybach S580. It can be said that the A8L Horch 60TFSI is a living space created by Audi for the body and soul of its valued guests. Now, unlike the Maybach's ostentatiousness, the A8L Horch 60TFSI is restrained yet sophisticated, offering a more diverse option in the top-of-the-line luxury sedan market.
epilogue
In the D+ market, brands such as Bentley and Rolls-Royce appear to be too ostentatious, and consumers in this class basically don't think about performance sports cars anymore, so the executive flagship sedan is the best choice. At present, there are not many options in the executive flagship sedan. The arrival of the Audi A8L Horch 60TFSI in the truly top-of-the-line V8 makes the Maybach S580 no longer alone, and the two are once again competing decades later.
The unique design concept and brand spirit of the Audi A8L Horch 60TFSI, with just the right amount of luxury and attention to detail, are elegant and noble, but not so distant. This is both competitive and differentiated from Maybach, and I believe that this style will be liked by many consumers and become the first choice for many bosses' top cars.
For Audi, 2024 also marks the 125th anniversary of the birth of Horch, and the relaunch of Horch on the A8L also represents a new start for the Audi brand. For more than 30 years in China, Audi has always been the luxury brand that understands the Chinese market best, and the arrival of the A8L Horch 60TFSI once again demonstrates its forward-looking insight into the consumer needs of the Chinese market. As Audi's flagship product, there are still a lot of advanced technologies that have not been developed, because Audi has poured all its cutting-edge technology into the high-latitude competition in the D+ market, which does not need to be talked about in too much detail. For them, it is more important to turn technology into brand equity and get closer to customer needs.
In addition to the A8L Harch, Audi will also kick off its offensive in the Chinese car market this year with a series of new products. The deployment of troops in the top luxury market will also effectively enhance Audi's brand image and bring a strong boost to its re-development in the Chinese market.