Yesterday I opened my 401k statement, and it was actually in positive territory.  Double digits at that.  Am I going to run out tomorrow and make a down-payment on a premium luxury car?  No.  But as a designer, it’s vital to be in tune with the wants and desires of customers at all levels — regardless of your own financial sensibilities.  With that in mind, let’s have a look at the new A8, a product that is sure to satisfy the wants and desires of the premium luxury car buyer.

Two weeks ago, Audi Design Director Stefan Sielaff gave an excellent lecture at the College for Creative Studies.  In this lecture, he stressed the importance of different form languages for the three Audi lines — the Q, the A and the R.  The Q features more faceted shapes, while the R incorporates gentle curves.  The A series is the cleanest of the three, and the A8 reflects this with its stately exterior form.  The profile might remind you of a crisp, well-crafted suit.  It’s formal, but not stuffy.  The face is dominated by the now-signature Audi grille, which has become faceted and more technical.  The words “luxury freight train” come to mind.  The LED headlamps provide the second read with their new, solid running light graphic, improving upon the connect-the-dots graphic of previous lamps. The rear end fits well with the brand DNA, and features some nice surface details around the license plate and rear window.

These days, most Audi interiors feature a driver-oriented layout.  Wisely, the A8 team deviated from this approach and emphasized the width of the cabin.  This also ensures a more sociable arrangement of the interior elements, allowing both driver and passenger the full A8 experience.  Upon opening the door, it’s hard to say which I am more impressed by: The materials, or the craftsmanship.  Probably the craftsmanship.  Because it’s not enough to simply load the materials into a shotgun and blast them at the IP.  It’s the careful application of these materials as well as their inclusion that communicates luxury.  Consider the center console:

Here we have no fewer than six materials: Wood, leather, knurled aluminum, brushed aluminum, piano black and matte black.  Notice the extremely thin bezels set into the large slab of glossy wood.  The subtle finish difference between the piano and matte black. The sparing use of the brightwork.  The proportions of these elements and their juxtaposition are not random acts by any means.  This is the mark of a seasoned designer who is in tune with the market the A8 is intended for.  And when it comes to interior appointments, the tactile can be just as important as the visual.  Audi worked with its suppliers to develop a new foil application for its buttons.  So when you touch a brushed aluminum button, it’s cold like you would expect (despite the fact that the underside of the button is plastic).

The A8′s rear passengers are treated to some nice touches, like a curved wood application on the back of the front seats.  Stitching throughout is executed with tastefulness and precision.  Overall, every item in the cabin seems to be well thought-out — except for one thing:  The pop-up navigation screen.  Rising out of the center stack like the monolith from 2001, it seems a bit out of place against the landscape of the IP.  This is the only gripe I have with this car, and in the face of such flawless execution, I feel a bit picky pointing it out.  Will the A8 customer care?  I doubt it.

One other thing that struck me while I took in the new A8:  The continuous stream of industry professionals, wincing at the car and whispering, “Son of a..” — realizing that the flagship bar had been raised yet again.  It’s hard to imagine how Audi can improve on the content of this product, but you can bet your life they will.  In the meantime, it’s our job as designers to tune into the wants and desires of this segment and up the ante.  Is it easy?  No.  Vital?  Absolutely.