BMW And Audi Have Different Strategies For Next-Gen Flagship Saloons

Even though it would make sense for the next-gen BMW 7-Series and Audi A8 to feature similar powertrain options, it seems that the two carmakers see the future a bit differently.

The next BMW 7-Series will come with a fully-electric drivetrain, in addition to plug-in hybrid, gasoline and diesel options, according to CEO Oliver Zipse. This way, the 7er would be able to also compete with the Tesla Model S and Mercedes EQS.

Production for the all-electric 7-Series is expected to begin in the second half of 2022, when it will make its debut initially in China and Europe, as reported by Autonews.

Audi on the other hand doesn’t appear keen anymore on making its next-gen A8 fully electric. Instead, it will only feature a plug-in hybrid drivetrain, alongside gasoline and diesel options.

The company’s development chief, Hans-Joachim Rothenpieler said that the carmaker decided against a battery-powered A8 after intensive discussions: “We will instead expand the driving range of our plug-in hybrid to beyond 47 km.”

He added that Audi will focus its efforts on fully-electric SUVs because large sedan sales are not showing growth, unlike people haulers.

Our take

Audi not offering the next-gen A8 as a fully-electric model does make sense from a financial standpoint, especially if they’re focusing on SUVs. Then there’s the fact that unlike BMW, Audi will already offer a large (and expensive) battery-powered model in the e-tron GT by the time its next-gen flagship is ready to hit the road.

Also, this wouldn’t be the first time the two carmakers don’t see eye to eye in terms of engine options for their flagship models. Let’s not forget how long it took BMW to put an M-badge on the 7-Series – which even to this day doesn’t exist as a fully-fledged M7, whereas Audi’s S8 has been with us for a very long time.