Evidence Mounts: Sedans in Decline as Lexus LS Transforms into MPV, Leaving Audi A8’s Future Uncertain

The Audi A8, once a technological flagship for Audi, now stands at a critical crossroads. Since its last major update in 2017, the luxury sedan has received minor enhancements, but Audi has yet to confirm whether a next-generation model is in the pipeline. This uncertainty looms large, especially as electric vehicles in this segment struggle to gain a firm foothold globally.

Initially, Audi planned to introduce two electric models to succeed the A8 by 2027: the Landjet, a crossover, and the Landyacht, a sleek sedan inspired by the stunning 2021 Grandsphere concept. However, these plans have been shelved. Delays in joint development projects with Porsche and declining EV sales in key markets have forced Audi to reassess its strategy.

Currently, Audi is actively seeking a new platform for the A8’s successor. Geoffrey Bouqout, Audi’s technical director, revealed that the company is “deeply considering the timing and appropriate powertrain technology for the A8’s successor.” This indicates that Audi is still evaluating options without a final decision.

The current MLB evo platform of the A8 has reached its limits for further development. An Audi spokesperson emphasized that “refreshing the platform is not an option,” as the costs to meet new emission standards and regulations are prohibitively high. The Volkswagen Group’s MSB platform, used in models like the Porsche Panamera and Bentley Continental since 2016, faces similar challenges and is not a viable alternative for a new A8.

One potential solution is leveraging the Premium Platform Combustion (PPC) that Audi is developing for the next-generation Q7 and the larger Q9. An extended version of this platform could underpin the new A8, retaining internal combustion engines for the foreseeable future.

This approach could help Audi maintain its market presence at least until the 2030s. By then, Audi may have clearer insights into whether an electric vehicle can fully replace the A8 in terms of business and technology. For now, the A8’s future remains a significant question mark.

In the coming weeks, Audi is expected to make a decision regarding the A8’s fate. If production ceases, loyal customers seeking unparalleled comfort and craftsmanship will need to turn to Audi’s larger premium SUVs for a comparable experience to the brand’s iconic luxury sedan.

Should the Audi A8 be discontinued, it would mark the first time in over three decades that Audi lacks a direct competitor to the BMW 7 Series and Mercedes-Benz S-Class. Recently, another player in the full-size luxury sedan segment, the Lexus LS, announced its discontinuation, to be replaced by a six-wheeled MPV.