There Can Be Only One: New A8 Goes Up Against S-Class And 7-Series

If you’re looking for a luxury saloon, odds are that you’ll be perfectly happy with an S-Class. But while the big Merc does tick all the boxes, that doesn’t necessarily mean that it’s your best option.

This comparison test put together by Carwow aimed to see if the mighty S-Class can be challenged, or even overthrown, by either the Audi A8 or the BMW 7-Series.

As far as exterior designs are concerned, beauty is in the eye of the beholder. Inside, however, according to this reviewer, it’s the A8 that stands out most thanks to its amazing levels of interior quality and on-board technology.

The issue with the S-Class is that some of the materials don’t feel as good as they look, while with the 7-Series, it’s pretty much the other way around. The Audi therefore takes the gold in this category, with the 7-Series also getting a medal for having the best infotainment system.

If you’re a backseat passenger, there’s not much between these three cars, as you’ll feel supremely comfortable regardless of which one you opt for. Same goes for boot space.

As for driving dynamics and overall road manners, the new A8 yet again came out on top by being extremely smooth, good to drive and just as quiet as the S-Class, if not more so. So, who wins this test? Well, what do you think?


  • eb110americana

    The BMW is ugly outside and boring inside, and it sounds like it falls short in terms of luxury and performance when it comes to driving, so it deserves a distant last place. It does offer some nice materials inside though.

    The Audi manages to be bland outside, with an ugly face (Audi is seriously out of ideas and it shows), and the interior design theme is “fingerprints everywhere.” The Audi has the best infotainment in the form of its Virtual Cockpit and is the only one with an actually usable touchscreen (seriously BMW? no one is wiggling their finger in the air to bumblingly change volume levels). The open-pore wood is also very nice on the Audi. In terms of luxury, it sounds like it has the best ride and levels of quiet of these three, although Mercedes offers several levels of suspension that likely were above those in the test car sampled.

    The Mercedes is the only one of these three that I would consider “attractive” outside, and it offers a distinctive and beautiful interior as well. The infotainment controls are a bit distracting to operate, however. While it may not lead in every single area, it doesn’t falter in any damning ways, which puts it at the top for me.

    • Hoe

      Very well said, agree 100%

    • Navy Morroccan✓ᵛᵉʳᶦᶠᶦᵉᵈ

      The Mercedes-Benz S-Class is ugly to me; I think the BMW is the better looking of the bunch!

      • Yavor

        BMW is just too dated. It looks like it comes from the 80s-90s. And the grill reminds me of some silly jungle animal nose. The interior is by far the worst of the 3.

      • Packer Backer

        Agree. Mercs look like they belong in the ghetto. I prefer the 7er, but the S8 is also nice.

    • Big Black Duck

      i Disagree…I would pick the Audi any time

  • Craig

    All three have looked better in the past. Much better.

    • Хиллари сосет киску

      Just not feeling it from any of these.

  • An Existing Person

    Mercedes has and will remain king in this class.

    • Navy Morroccan✓ᵛᵉʳᶦᶠᶦᵉᵈ

      Audi has taken the lead now.

      • Christian

        hey there, can you please change your profile picture? I don¨t fell safe seeing it here. 🙂

      • Yavor

        Lol no.

    • Packer Backer

      I don’t consider the BMW or Audi to be ghetto cruisers.

  • Matthew Boyd

    Goodness did Matt pick the worst color combos of each car..? Goodness. All three look better in different interior and exterior packages. Respectful win for the A8 though.

    • Matthijs

      Matt doesn’t pick anything, the car brand do that. They have a few cars for the press to use

  • Bash

    Well,,, my daily would diffenatly be the Benz.

    • PK

      me too. bmw and audi just can’t out perform mercedes when it comes to luxury. this is why those 2 have rr and bentley for that matter.

      • Bob

        Ignoring the fact that Merc had Maybach which failed as a standalone brand.

        • PK

          maybach isn’t a brand anymore. it feels more like a trim level now.

          • Bob

            Now yeah but that’s because Merc failed at making Maybach a credible Rolls Royce alternative.

            Maybach is now analogous to AMG but that isn’t a show of how superior Merc is to Audi and BMW.

            Don’t get me wrong, I would choose Merc out of the 3. I have no love for Audi and the 7 series leaves me feeling cold so I’d naturally get an S-Class myself but I’m just saying that Merc not having a Rolls Royce or a Bentley doesn’t mean it’s better.

      • botornot387

        Can’t outperform? How do you figure? They are miles better in material quality, if not overall design and execution. The Mercedes S Class only performs based on heritage, but Audi has built a better alternative in the class for nearly a decade. And its craftsmanship is on a whole different level. Even though I think BMW needs a more daring interior design, their material execution this time around completely surpasses that of Mercedes.

        • PK


  • no25

    would have loved to see the new Lexus LS with this comparison too. love it or hate (when it comes to design), but it really has improved

    • PK

      it still would’ve lost anyways.

      • Craig

        I’m not so sure about that.

      • no25

        no, sweetie it would not have lost. it may not be first, but it definitely would not have lost. it has beaten the 7 series in plenty of comparisons before.

        • PK

          i was going to say lost that it wasn’t gonna win first place anyhow. i would say 3rd only behind the a8 and s class. the 7 series of this gen is so weak! no bold interior design and the luxury isn’t just there at all! i would even pick the genesis g90 over the 7 series that’s how bad bmw is!

        • Alx

          Honey, comma goes after ‘sweetie’, not after ‘no’. 😉

          • no25

            Actually it goes after the “no,” dumbass. Go back to school.

          • Mr_Fanta_Pants

            There should be a comma before and after “sweetie” 😉

  • Rot


  • DanSemering

    I like the Audi too!

  • Jason Panamera

    I’d like to see such comparison but made by few journalists doing this test including cars like S class, A8, 7 series, Genesis G90, Jag XJ, Lexus LS, Quattroporte, Cadillac CT6, and Lincoln Continental( in higest spec), new Kia K900, Panamera. That would be interesting. As far as I know Wat Matson from his reviews, I knew that A8 will be te winner.

  • Maher

    Anyone who has been following Matt for years would have called the winner before watching the video. He is such an Audi fan that he doesn’t even try to hide it anymore.

  • Avery Holder

    I’d have picked the 7 series. BMW design is probably my favorite, although the S-Class is also nice.

  • Ken Lyns

    Meanwhile the Tesla Model S outsells all three of them combined…

  • Big Black Duck

    Merc = The Boss’s Car
    BMW = The Hitman’s Car
    Audi= The Accountants Car

  • Van Hammer

    By removing all the knobs and switches, Audi has made the instrument panel look bland and unattractive. To me, it’s just some flat, plastic looking surfaces. S Class just looks superior.

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