Axe falls on Audi S8

WITH sales of the Upper Large premium vehicle segment at a virtual standstill, Audi Australia has made the decision to axe the S8 ‘limo’ from its line-up.

The flagship passenger model had been available locally since 1995 as part of the A8 line-up, but achieved a scant three sales in total year to date.

Taking a deeper look at the stats, the best sales years for the A8 and S8 was 2011 when a meagre 125 examples rolled out dealership doors. Since 1995, a total of 1289 A8s and 191 S8s have been registered locally.

The S8 was a performance version of the also axed (in 2023) A8 that was shunned by Aussie buyers who instead overwhelmingly plumped for Audi’s Large segment SUVs.

It leaves Audi Australia without a competitor for the likes of Porsche’s Panamera 4.0 GTS from $340,600, the Benz S 580 L 4Matic from $335,100 + ORC and perhaps the Lexus LS 500 Sport from $199,850 + ORC and BMW’s petrol powered 740i from $272,900 + ORC.

But they needn’t worry, because looking at VFACTs figures reveals sales of all upper large (luxury) passenger sedans are pitifully low across diesel, petrol, hybrid and electric models: BMW moving just 23 examples of its 7-Series YTD, Lexus just six LS 500s YTD, ‘Benz selling 50 S-Class variants YTD, and Porsche moving 59 Panameras YTD.

Comparatively, Upper Large SUV sales over $120,000 are much healthier with almost 4800 units sold last year and 2457 units for the first half of 2025.

So, it’s hardly surprising that Audi has pulled the pin on the S8 particularly as the model ceased rolling off the assembly line at the end of MY24… although both A8 and S8 can remain available in overseas markets.

Audi’s decision begs the question…What of the other brands competing in the segment?

Given the overwhelming preference for large luxury SUVs against large luxury sedans, GoAuto asked BMW, Mercedes-Benz, and Lexus for their take on the segment’s future to which a Lexus spokesperson proffered, “The Lexus LS is the flagship luxury sedan in the Lexus line-up and is built exclusively to order. While niche with low volumes, the LS is an integral part of the local Lexus range”.

Mercedes-Benz Australia head of brand engagement Jerry Stamoulis said, “I can’t comment on other brands or their models, but within this segment, the S-Class remains a consistent favourite among buyers — as it has been for many decades.

“In June 2025, updates further expanded for the S-Class long wheelbase and S-Class Maybach models with the introduction of “Manufaktur Exclusive”. An additional 45+ exterior paint finishes and 20+ new upholsteries are now available, the S-Class now offers an unprecedented level of personalization,” he said.

BMW Australia did not respond to GoAuto’s request for comment.

Back to Audi and it seems the A8 nameplate will be at least furloughed perhaps consigned to history as global sedan popularity declines dramatically in favour of SUVs of all sizes.

Pundits have suggested the nameplate might be resurrected in a fully electric large luxury SUV which seems unlikely as global sales of luxury BEVs are also poor as exemplified by Mercedes-Benz America’s decision this week announcing it would “pause indefinitely production of US-bound fully electric EQ models” because of poor sales.

It has no current plans to revive sales in the immediate future.

The demise of the S8 leaves the RS7 coupe as the only V8 petrol powered passenger car variant remotely comparable with the S8 in Audi Australia’s line-up.

Big performance car fans will likely have a tear in their eye at the demise of the $287,600 + ORC Audi S8 that ran a 420kW/800Nm 4.0-litre twin-turbocharged petrol V8 driving all four wheels through an eight-speed automatic transmission.

It enabled the model to clock a 0-100km/h sprint in an extreme 3.8 seconds.