Sought good-sounding names from the past to come back to life? This is a question that worries all those corporations that once knew major brands in their history. The youth cannot do anything with Borgward, Maybach or Horch, on the other hand, beautiful bridges can be built, at least in the luxury segment. After costly mistakes, Mercedes-Benz is going the way of adding Maybach to its top models, and although the design ingredients look very peculiar to the European eye, the approach seems to work.
Especially in China. Audi is now daring to step ahead into the past and is calling its big car Horch. The company founded by August Horch in Zwickau in 1904 still resonates with the Audi company today, it built brilliant bodies and disappeared after the war. The new A8 L Horch starts with the dimensions, it grows by 13 centimeters compared to the already quite lush long version. From now on, Audi-Horch will drive forward 5.45 meters.
In this country there has not yet been an introduction, which is also due to customer preference. In China and North America, Audi sells almost only long versions, in Europe mostly the short version. Both will be freshened up a little in spring. The people of Ingolstadt want to put more emphasis on prestige in this class of the upper class and take back the sportiness in expression.
Facelift
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Audi A8
In addition to the vertical design elements in the lower third at the front, light effects at the front and rear are the most visible elements of the renovation. The new light graphic is available in three versions, including lane and orientation light for special illumination of one’s own lane on motorways. The license plate sits in the sometimes chrome-rimmed, sometimes black grille, here the designer also managed the American market, where the front license plate is no longer applicable.
In the interior, ambient light from all pores and a relaxation seat with a footrest await the inclined customers. Apart from the steering wheel with three spokes and new screens, little has changed in the rear. In the middle of life, it’s not about revolution, but about evolution. It is available from 98,000 euros with a sovereign diesel. The dynamically oriented S8 starts at 145,000 euros.
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