Every time we mention the BMW 7 Series, it seems that a certain other car is mentioned as well. I think we all know what that other car is. It’s the Mercedes-Benz S Class, obviously. These two cars, the 7 Series and S Class, have been going at it for decades. They’ve been considered main rivals for ages now, so much so that it’s almost expected for one to be mentioned with the other. However, at least with this new generation of 7 Series, might another car be its really main rival instead?
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Think about the 7 Series’ objective at the moment. It’s designed to be more technological, sportier and more stylish than its competition. None of those words describe the new Mercedes S Class. Not that the S Class doesn’t have impressive technology, good performance or style, because it has all of those things. But they aren’t its main goal. The S Class’ main goal is to be the most luxurious car on the market and it’s exactly that. But the 7 Series is meant to give you 80 percent of that luxury while providing a more thrilling driving experience and far superior technology. Something it does.
But there’s also another car that has that same objective — the Audi A8.
Now, we’re not saying definitively that the main 7 Series rival is the A8, we’re just wondering if maybe that’s a more fair comparison. The Audi A8 is definitely more glamorous than the S Class, with its crazy LED lights and massive wheels. It’s the flashy car, while the S Class is the stately car. Its interior is also much more modern and contemporary, compared to the old-world luxury of the Benz. And while the S Class is more about wafting its passengers in complete silence and comfort, the A8 has a sportier and more aggressive attitude. Sound familiar?
Now, the Audi A8 can’t match the 7 Series, in terms of technology. But that’s simply because it’s far older. The Audi A8 we have today debuted back in 2011, so the 7 Series has a solid five years on it. However, Audi has claimed that the next-generation A8, which should be debuting next year, will be the most technologically advanced car in the segment. Again, does that sound familiar?
While the BMW 7 Series and Mercedes-Benz S Class might be long-time competitors and rivals, it seems that both cars are going in opposite directions as of late. Whereas Mercedes is getting back to its luxury-first roots, BMW seems to be headed in a more modern, tech and performance-oriented direction. It’s a very similar direction to where Audi has been headed with its A8 for some time.
So is it maybe time for a new rivalry for the BMW 7 Series?
Still, an A8 will never have the same flair that the 7 Series and S Class have. An A8 is just a more flashy and longer A4… With Mercedes that’s the other way around: first there was the S Class, THEN there was the smaller version of it: the C Class and now also the E Class in the middle. It’s still kinda silly, but that just means they’re all special whereas the A8 is nothing special. Just another Audi. The 7 Series is very easy to recognise, it’s not just a bigger 3 Series. We’ll see how similar it is to the 5 Series when it makes its internet debut (finally) this month. But it will mainly be the interior that is very similar to the 7 Series. I’m pretty sure it will be easy to see from a distance whether it’s a 5 Series or a 7 Series. Also the A8 is FWD or AWD so it can never, ever match the performance and handling of the 7 Series. In this segment there are only two (main) competitors: 7 Series VS S Class. Choosing between the two is just a matter of preference. Somewhere behind those two is the Audi A8.
In my opinion Audi will always be one step below BMW and Mercedes. With siblings under the Volkswagen, Skoda and Seat brand it also still struggles with it it’s own identity.
But the battle between the three Germans has become a bit redundant. There are so many other brands that offer decent alternatives these days. (often cheaper and better equipped)
Nah you’re wrong. Audi is the cool and young brand like the Seattle Seahawks. I used to like BMWs a lot but I think I’ve switched into Audi. Now don’t misinterpret me and think that I’m saying I hate BMW bc that’s not true. I still like their 4 and 6 series’.
Look at the worldwide sales numbers. It’s a competition between BMW and Mercedes, Audi is just here to grab the leftovers.
Clearly you’ve never owned, I mean driven, or much less looked at an audi a4 and/or a8 in person. All your arguments are invalid. Stop being a fanboy.
If you don’t admit my arguments are VALID, then question is who’s the actual fanboy here. BMW’s drive much better than Audi’s and it’s not just because they’re RWD, it’s the entire package. Audi is wannabe premium whereas BMW and Mercedes ARE premium, period. I mean look at the “new” A4: it’s even more boring than the previous gen and it looks worse as well. Compare it to the 3 Series or C Class; it can’t even be compared. It’s like Kaisuke says: Audi is just here to prevent the other luxury brands from having too much impact on the market. If you like Audi, then no problem. But don’t come here to tell me my arguments are invalid, because they ain’t.
Let me get this straight. I owned an e39 540i and an f10 525d xdrive,
rented an f30 320d for 6 months. By driving better you mean crashing
into a tree, you are right. Quattro is unmatched in every level by
xdrive. I found I could get up slopes I couldn’t with my 525 on winter
tires, with my A4 on all season tires. I always wondered why people
street racing with me on audis would go much faster and not oversteer
during the bends I cross everytime going to work/home everyday. Not
anymore when I bought my quattro A4. Ridiculous. I have never owned and
will never own a fwd audi, personally i think fwd is for small japanese
cars so I can’t comment on that. But my 540 was only good for going
sideways. It was fun, yes but even a drizzle of rain and I was crossing
my fingers. Even though being a generation behind and already 7 years
old an Audi A8 looks and feels better than a 7 series inside and/or
outside, that’s why I tested both and bought an A8. Personally, it’s the
merc and beemer that are pretending with their
bits-and-bobbles-attached-everywhere look. The A8 on the other hand is
an understated stoic german premium saloon. Much like the e38 and w126
(which are among my all time favourites). So I’m speaking out of
experience whereas you are being a fanboy.
I’m talking about driving dynamics and you talk about xDrive vs Quattro. If you can’t handle RWD, then don’t blame BMW for it.
Hahaha “you can’t handle rwd” that’s gold :)
My opinion is that 5 series is the main model in BMW line. Its the quintessense of BMW philosophy. It just doesn’t try to be like Merc (like 7 series). Also 7 series is too big model to give all driving pleasure as BMW have always given. So success of 5er is the success of all company as well.
The 5 series current handles like a Toyota
“The current 5 series handles like a Toyota”
What? Are you sick?
Yes, I agree the 5 series is the main model but I’d go as far and say that the 3 series may also be their main model. BMW is just known for smaller cars not large luxury cars like the 7 series.
People need to change the traditional way of looking into the 7, S-Class, and the A8, because nothing stays the same. The current D4, mid-life update has clearly shown Audi is up to the latest in terms of interior comfort with the S and the 7, and when they release D5, more changes expected. Tech-wise, they are better than the S, and quite close to BMW. The only issue they have, is they are based on front-drive architecture, but majority will always go for Quattro, and that will always create an artificial superiority over its rivals, because they are mostly rear drive models, and with that kind of power, the A8 is the only one that won’t slip. Yes, Bimmer and Mercedes do have 4WD, but not on all markets, LHD versions usually don’t come with it, you can’t even order one, because they just don’t make it. BMW and Mercedes need to rev up xDrive and 4matic to more markets in order to avoid customers fleeing to the A8.
I’m surprised myself to say this because the A8 is far older than the 7 series but based on the pics above, the A8 looks miles better than the new 7 series
I can see the appeal of a big, (although nose-heavy), AWD Audi sedan. Audi doesn’t pretend to be a sports car company. I don’t see the appeal of a big, heavy BMW with handling to match. The S-Class is the S-Class. It has a clear purpose.
You see the appeal of a big and overpriced VW but you don’t see the appeal of a big and luxurious sedan that actually handles ?
Nice one 😂
Your BMW looks ghetto. A8>>>>>>7 series, even though the former is a generation behind.
What? With that phrase I cant take you any serious any more.
Audi is doing so much Motor/”Sport” at the moment, more than any other brand. They are pretending hard to be sporty. And, what else do they have?
Besides that it would be just an overpriced VW.
Yes, its always the question 7 vs. S, but I understand the intention of this article and I agree.
The Audi is more BMW like, than the S-Class is.
I would say the BMW is the perfect combination of driving pleasure, luxury, technology and innovation, its much sportier than the S-Class for people who want to drive theirselves and it has better technology. I dont see any problem with its luxury either, but some others might do…
The A8 is trying to go the same direction as BMW is doing but yeah, its an Audi and its not easy for them to get the same attention and reputationin this segment than the others already have.
“It’s designed to be more technological, sportier and more stylish than its competition.”
I have to disagree. With the S Class facelift, technology will be back on par. Sportier, yes of course, but sportier than the previous generation Maserati Quattroporte? I am not so sure. And stylish? Well, that is subjective, and I am not a fan of Mercedes style, but IMO this is the worst 7 Series in terms of style. Even the E65 had more style.
All three of these are just as much equally rivals. I know the s class’ main appeal is not cutting edge-tech, it still has a lot of the tech the 7 has. Also, when the facelift S-class and the new A8 come out, they will feature gesture control as well.