With its compelling handling, pioneering technology and exclusive design and equipment, the 2003 Audi A8 redefined the notion of sports appeal in the luxury segment. The saloon combines technical properties that clearly separate it from the competition in its class. As the brand flagship, the A8 embodies the characteristics of the future Audi generation through sporting dynamism and clear design, innovative technology and top quality. 
 
The idea of ease provides a link between the development priorities on the new Audi A8: design and lightweight construction, dynamism and electronics. Ease in the sense of design harmony, ease of acceleration, ease in the sense of weight, the ease with which it can be handled - the driver of an A8 does not have the impression of handling a large saloon car - and, finally, ease of operation.

Its design gives visual expression to the unique character of the new A8. Expansive, strikingly arched surfaces are bordered by precisely plotted lines. The silhouette of flat front and short body overhangs, plus the highly contoured rear end, provide clear dynamic signals.

In the 2006 model year, Audi introduced the S8 as a performance variant of the A8. It had a performance tuned suspension and steering coupled to a 5.2 L V10 with 450 horsepower from the Lamborghini Gallardo. (VW owns both Audi and Lamborghini, and Audi manages the Italian performance brand.)