Audi Q8 drives the SUV into the luxury market
Apparently the options on the table for the Audi Q8 SUV launch were the boulevards of Paris and Chile’s Atacama Desert. It’s hard to imagine a more yawning difference in atmosphere and landscape, but presumably the company thought that this consummate all-rounder could shine pretty much anywhere.
The Q8 comes at an interesting point of transition for Audi. From a purely product-based perspective, it’s a new kind of flagship, heading up the company’s SUV family (Q2, Q3, Q5 and Q7, with which it shares a fair amount of packaging and underpinnings, and a rumoured Q4 as well). It also runs neck and neck with the more conventional A7 Sportback and A8 saloon, sharing a fair chunk of their interior design ethos. And finally, it’s also an unashamed, traditional internal combustion engine powered machine – there’s even a diesel – launched just a few months ahead of the company’s very first all-electric model, the e-tron. More troublingly, as we sat on the terrace of the Tierra Atacama hotel and watched an augmented reality design presentation, Audi’s long-term CEO was twiddling his thumbs in an Augsburg prison, temporarily held as part of the ongoing investigation into falsified emissions tests.
The alleged engineering subterfuge might have given way to boardroom shenanigans but it’s clear that everyone else in the VW Group is keen to move on, and fast. All this goes unspoken, but they make an interesting backdrop to a car test. Is the Q8 the best getaway car? Out here in the Atacama, the air is thin and the arid landscape far-reaching, unforgiving and ruggedly beautiful. The Q8 is a quiet triumph for the company’s design team, whose job is to conjure up off-the-wall ideas that don’t always align with the deeply conservative thoughts of the company board. Less practical than the Q7, substantially larger than the Q5, more luxurious than either and also self-consciously ‘designed’, the Q8 pushes the company’s design language up a notch.
The grille is more prominent and self-contained, the flanks wider and more pronounced and the rear detailing, with its car-width lighting bar, emphasises the broad, muscular stance. The design team claim there are nods to the original ‘ur’ Quattro in there, the iconic 1980s rally supercar. The low rear roof-line and steep rear screen are the key elements here, for they’re meant to convey style (and therefore sophistication). This is a strict five, not seven-seater; Q8 buyers are not supposed to be practical types.
There’s now an SUV for every conceivable niche, small to large, and the Q8 pushes the genre into the luxury sector, the final slice of a keenly segmented market pie. In fact, Audi is rather late to the game. The car’s close rivals are those in the oxymoronic ‘SUV coupe’ sector – the BMW X6 and Mercedes-Benz GLE, both of which parlay the scale and stance of the large SUV into a less practical but more ‘stylish’ body shape.
The Q8 is an easy winner of any comparative beauty contest, outside and in, being well proportioned and handsome and not in any way freakish. Car companies frequently catch flak for showing their products in unrealistically aspirational surroundings, with all other traffic surgically scrubbed out in post-production and the golden hour of sunlight bathing everything in a sympathetic glow. Atacama certainly fits the bill. Dry as dust, monochromatic and monumental, with sprinklings of snow at high altitude and long, straight stretches that are as barren and devoid of life as the surface of Mars, it is the best backdrop for a car launch outside of pure CGI. Unsurprisingly, the Q8 stands out amongst the local fleet of battered pick-up trucks and coaches – ‘it’s like a spaceship,’ the Q8’s lead interior Mauricio Monteiro Dos Santos notes as we trundle down another spectacular dirt road.
The interior is certainly a nice place to be, regardless of the location. Monteiro Dos Santos and his team have worked hard to integrate technology. Of course, there are a lot of screens, their glassy black mirrors embedded within the general cabin architecture, all the better to showcase new features like the ‘intelligent driving partner,’ an automotive version of Alexa or Google Assistant, as well as a navigation system that ‘learns’ your regular routes and warns you of unexpected delays. In total, there are 39 driver assistance systems, including a quasi-autonomous trailer mode that keeps track of what you’re towing to keep it on the straight and narrow when manoeuvring.
All lifestyle bases covered, then. Audi expects Q8 sales to be equally divided between Europe, US and China. An RSQ8 is in the works, ramping up the power and dynamics, taking this car close to its raucous VW Group relative, the Lamborghini Urus; closely united under the skin although very different in attitude and aesthetics. Like any modern ICE machine, the Q8 provides plenty of power and although the steering is hardly razor sharp, it is a perfectly decent thing to drive, both on the smooth desert roads that taper to the distant horizon and for the occasional bit of light off-roading. Privately, some at Audi mutter that this car will take a big chunk out of Q7 sales, for most car buyers chose aesthetics over abilities, time and time again. It’ll also come up squarely against the forthcoming e-tron; there is a strong familial resemblance.
How much longer will the SUV rule the roost? Car design is entering a new phase. The current conventions feel like they are having a final fling, as choice, change and new technology create hitherto unavailable options. The Q8 is a case in point, leading the charge for a typology – and a company – in a state of flux. Big and bold, it epitomises contemporary thinking about car design and technology. In five years time, things might not look the same.
INFORMATION
Audi Q8, price to be confirmed. For more information, visit the Audi website
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
Jonathan Bell has written for Wallpaper* magazine since 1999, covering everything from architecture and transport design to books, tech and graphic design. He is now the magazine’s Transport and Technology Editor. Jonathan has written and edited 15 books, including Concept Car Design, 21st Century House, and The New Modern House. He is also the host of Wallpaper’s first podcast.
-
DaDa Marrakech: where art, culture and cuisine converge
In the heart of Medina, DaDa Marrakech is a restaurant and art hub offering a multilevel culinary journey in touch with the city's rich past and vibrant future
By Ty Gaskins Published
-
Alpange’s high-tech piano makes its New York debut. Does it hit the high notes?
We lift the lid on Alpange’s high-tech digital piano, a blend of traditional craft and contemporary modelling technology
By Jonathan Bell Published
-
The story behind Ethan James Green's sultry, star-studded 2025 Pirelli Calendar: ‘Becoming a Pirelli photographer, you’re included in a club’
Ethan James Green is the latest photographer to shoot the Pirelli Calendar, drafting John Boyega, Hunter Schafer, Simone Ashley and more to bare all for his lens. Here, here tells Wallpaper* the story behind the sensual images
By Orla Brennan Published
-
We take Audi’s new Q6 e-tron quattro around and across the fjords of Norway
The new Audi Q6 e-tron quattro is a pure EV that marks a new design direction for the German brand, setting new tech standards along the way. Transportation Editor, Jonathan Bell, takes it for a drive
By Jonathan Bell Published
-
A deep dive into the new Audi Q6 e-tron, revealed at Milan Design Week 2024
The Audi Q6 e-tron is the brand's latest all-electric car, a stylish powerhouse launched at Audi’s House of Progress in Milan
By Shawn Adams Published
-
Coming soon: a curated collection of all the new EVs and hybrids that matter
We've rounded up new and updated offerings from Audi, Porsche, Ineos, Mini and more to keep tabs on the shifting sands of the mainstream car market
By Jonathan Bell Published
-
Farewell to the Audi TT, a design icon that evolved with the automotive landscape
For over 25 years, the Audi TT has been synonymous with the brand, a modern machine that initially favoured style over sport. The final editions are very different beasts to the original
By Jonathan Bell Published
-
Audi RS6 Avant GT is an estate car that thinks it belongs on the track
With the Audi RS6 Avant GT limited-edition supercar, Audi Sport has gone all-out to create the ultimate hyper-estate
By Jonathan Bell Published
-
Year in review: the top 10 cars of 2023, as selected by Wallpaper’s Jonathan Bell
What were the best four-wheeled offerings of 2023? Transport editor Jonathan Bell takes us through the year’s most intriguing automobiles
By Jonathan Bell Published
-
Audi e-tron GT quattro still pushes all the right buttons. But what happens next?
Life behind the wheel of Audi’s elegant electric GT, plus a short history of the company’s e-tron series, from concept through to production
By Jonathan Bell Published
-
Peugeot’s sparky 308 gets hybrid power and handsome lines
The Peugeot 308 proves that mass-market design needn’t be dull, blending hybrid power with sharp lines and excellent detailing
By Jonathan Bell Published