My first impression is that is was boring but it's really starting to grow on me. It's much more refined, more organic and fluid, and less geometric than the last two A8's, which were handsome but cold and awkward from some angles.
The low belt-line is very elegant. You can see how little space there is between the front wheel-arch and the top of the hood, and also between the rear wheel-arch and the glass-house above it, nicely balanced by a "muscle" for visual strength.
Whereas the S-class interior warm and cozy, this is open and airy. They're kind of polar opposites, but it just depends on what your prefer. I'm not a fan of touch-screens in cars especially if they're low in the console like the A8, it takes your eyes too far from the road.
Originally Posted by mick78
I'm also glad Audi is finally getting rid of that squared off tail-light treatment like in the A6 pictured above. That darty arrow-like shape in the new A8 suits all Audi's much better than the square-off shape the interrupts any flow front to back.