Sales of Audi’s flagship took a nosedive last year, with A8 deliveries plunging by 26.3 percent to just 14,955 cars. It’s not hard to see why. The current generation is showing its age, having been around since 2017. Additionally, demand for full-size luxury sedans has been steadily eroding as SUVs dominate the market.
The mid-cycle facelift introduced in 2022 wasn’t enough to move the needle, and the extra-long Horch version for China, named after one of Audi’s historic forerunners, didn’t help much either. So, what’s next? Apparently, even Audi isn’t sure. A spokesperson told Automobilwoche the company is still “looking for a platform for a possible successor.”
Another facelift has been ruled out, as the A8 needs a new platform to meet ever-stricter regulations. Given the slower-than-expected adoption of EVs, a purely electric successor is seen as a risky move. Porsche’s decision to launch its upcoming three-row SUV with combustion engines first, despite originally planning it as an EV, underscores the VW Group’s newfound caution about going all-in on electrification.
So what’s the plan? Audi could extend the life of its gas A8 by using a stretched version of the Premium Platform Combustion (PPC). This architecture already underpins the latest A5, Q5, A6, and Q6, with the Q7 and first-ever Q9 joining next year. Ingolstadt remains tight-lipped, but Head of Technical Development Geoffrey Bouquot told Automobilwoche that the A8’s future is under active review:
'We are thinking intensively about when we will launch the successor to the A8 and which drive technology is the right one.'
A decision is expected in the coming weeks. Even if an ICE replacement gets the green light, it’s unlikely to arrive before 2029, leaving a potential gap once the current A8 bows out. The fourth-generation model has had its life extended through late 2026, but by then it will already be nine years old. Some would argue that makes it ancient by flagship standards, especially coming from a luxury brand.
Meanwhile, BMW and Mercedes are both planning updates for their range-toppers in 2026, which will make the 7 Series and S-Class look even fresher next to the aging A8. At least Audi won’t have to worry about the Lexus LS anymore. The Japanese rival is on its way out, but a rather eccentric minivan is in, possibly even with six wheels.
