Audi A8 L TFSI e sedan

The Simple Truth: Is Audi a Luxury Car Brand? (2024)

Welcome to the big question: is Audi truly a luxury car brand, or is it just a perception?

To answer this question, we’ll examine the factors that define luxury vehicles, discuss the top three Audi luxury models, and explore how Audi compares to other premium car brands.

Let’s jump into Audi and its place in the luxury car market!

Is Audi a luxury car brand?

Now that we’ve set the stage for our investigation, it’s time to dig deeper and get to the point: is Audi a luxury car brand?

And to answer this question, it’s important to understand that Audi is owned by the Volkswagen Group, an automotive manufacturer that owns the brands Volkswagen, Skoda, Seat, Porsche, Audi, and more.

The Volkswagen Group’s website divides its brands into three categories; Volume, Premium, and Sports.

Audi is a premium car brand of the Volkswagen Group:

Premium brands of the Volkswagen Group (source)

As you can see, the Volkswagen Group even owns Lamborghini!

However, does this mean that Audi is a luxury car? If you think ‘Premium’ equals ‘luxury,’ then yes, Audi is a luxury car brand.

Although this is a subjective answer, let’s focus on the facts and look at the car brands accompanying Audi in the Premium category; Lamborghini, Bentley, and Ducati.

And for a car brand like Bentley, it’s definitely generally accepted that it’s a luxury car brand!

5 Factors making Audi a luxury car brand

Based on the fact that Audi is a premium car brand listed among Lamborghini and Bentley, we must conclude that Audi is a luxury car.

But what makes Audi so luxurious?

Let’s dive into the five main factors: Audi’s technology, comfort, and more!

1. Advanced technology

In the age of smartphones and smart homes, advanced technology is a must for any luxury car brand.

And with its state-of-the-art infotainment systems, crisp displays, intuitive controls, and seamless smartphone integration, Audi can definitely hold its own in the technology department!

Audi also offers various advanced driver assistance features, such as adaptive cruise control, lane-keep assist, and collision mitigation systems:

Audi A4 driver assists

2. Comfort and design

No one wants to feel like they’re sitting on a wooden bench while cruising down the highway in their fancy car.

Luxury cars should spoil their passengers with plush interiors that include all the bells and whistles.

So, does Audi pass the ‘ooh la la’ design test?

Take a look at an Audi interior and decide for yourself:

Audi A8 cockpit

In our opinion, Audi’s attention to detail in interior design makes it fit a luxury car brand!

3. Performance

In the world of luxury cars, performance is crucial.

You don’t want to feel like the engine is on its last breath while overtaking someone on the highway, right?

Well, luckily, you won’t experience that feeling with most Audis, especially the performance models.

With powerful V8, V10, and even W12 engines (and the quattro all-wheel drive system), Audi ensures a confident driving experience!

Audi R8s on racetrack - all generations

4. Brand prestige

A car’s luxury status is often tied to the brand’s reputation.

And when thinking about Audi’s models, there’s no denying that it has a strong reputation for innovation and quality.

The brand’s image solidifies its status as a luxury car manufacturer!

Audi logo placement closeup

5. Price range

While we all dream of driving luxury cars without breaking the bank, the reality is that luxury often comes with a hefty price tag.

With the price range of Audi’s model lineup, the brand strikes a nice balance between luxury and affordability.

Audi provides entry-level luxury models like the A3 and A4 while still catering to those seeking top-of-the-line offerings with the A8 and Q8. It allows the brand to appeal to a wider audience!

Audi full-size class model lineup

The top 3 Audi luxury cars

With Audi’s broad model lineup, a question that comes up is whether every model can be seen as a luxury car.

For example, an Audi A3 is generally not considered a luxury car. It’s rather an ‘entry-level’ luxury car.

So, what are Audi’s most luxurious cars? Let’s check out the top three!

1. Audi A8

Audi A8 black

Whether you want to call the A8 the flagship of Audi’s sedans or the automotive equivalent of a five-star hotel on wheels, one thing is for sure; it’s the pinnacle of luxury in Audi’s lineup!

After stepping inside, you’ll feel like you’re in a cocoon of cutting-edge technology.

Whether behind the wheel or being chauffeured, the A8 is designed to impress, providing a driving experience that’s nothing short of extraordinary.

2. Audi Q7

Audi Q7 competition plus

Introducing the Audi Q7, the SUV that (literally) brings luxury to new heights!

The Q7 is the perfect ride for families seeking style and comfort with its spacious, high-quality cabin and top-of-the-line tech features.

But don’t be fooled by its family-friendly appeal; this SUV also packs a punch in performance, especially in the SQ7 variant.

Learn more: Audi Q7: What Years To Avoid & Which To Buy? (2024 Guide)

3. Audi Q8 e-tron

Audi Q8 e-tron black

Last but certainly not least, we present the Audi Q8 e-tron – a fantastic mix of luxury, performance, and eco-friendliness.

As Audi’s electric luxury SUV, the Q8 e-tron turns heads with its stunning design and impressive range of up to 300 miles.

The Q8 e-tron proves that going green doesn’t mean sacrificing luxury.

Reader’s tip: If you want to learn more about Audi’s lineup, including the pros and cons of each model, check out our ultimate Audi guide here!

Sports, luxury, or premium: Which fits Audi best?

Audi A8 grey sedan

Let’s continue with another intriguing question: Is Audi best known as a sports, luxury, or premium brand?

Let’s break down its performances in each category and find out!

  • Sports. Audi has never shied away from flexing its muscles on the racetrack. With a rich motorsport history and models like the R8 and TT, Audi has repeatedly proven that it can go toe-to-toe with the sportiest car brands.
  • Luxury. As we’ve already discussed in great detail, Audi checks all the boxes regarding luxury!
  • Premium. We find the ‘premium’ category somewhere between sports and luxury, a blend of performance, style, and comfort. Audi seems to have a natural talent for striking a balance in this category, offering well-rounded vehicles that appeal to a wide range of drivers.

So, which label fits Audi best?

In our opinion, Audi fits best under the Premium term, although it can also be seen as a luxury brand.

Especially since Audi’s trim packages are called Premium, Premium Plus, and Prestige.

However, it seems like Audi also prefers to be a jack of all trades, balancing its roles as a sports, luxury, and premium brand!

Is Audi more luxurious than BMW or Mercedes?

This is a question that has sparked countless discussions among car enthusiasts.

How does Audi compare to BMW or Mercedes?

To keep things simple here, we’ll shed our vision on this, but just on the luxury side of things.

Regarding comfort, Mercedes generally beats BMW and Audi. Mercedes simply has a reputation for destressing the driver and passengers, while BMWs are often set up to be more sporty, which means they’re also somewhat less comfortable.

Performance-wise, BMW beats Audi and Mercedes with its engaging dynamics and powerful engines.

And lastly, regarding technology, Audi traditionally has a reputation for being top-of-the-line, although the latest BMW and Mercedes models don’t lack in this area either.

All in all, each brand has its strengths and weaknesses, making it difficult to crown a definitive winner in the luxury category!

Is Audi a good luxury car?

Audi Q8 competition plus grey back

After discussing every angle of the discussion, we’ve arrived at the ultimate question: Is Audi a good luxury car?

Let’s find the answer step by step.

Yes, Audi has more than proven itself as a contender in the luxury car market. It has a dedication to performance, a keen eye for design, and a commitment to staying on top of its technology.

Audi also has a legion of fans, numerous awards, and impressive sales figures. Whether you’re looking for a sporty roadster or a practical SUV, Audi has a model that fits your needs.

However, Audi also has cons that make it less good of a car.

For example, the results in our in-depth research article studying Audi’s reliability weren’t the best.

Also, Audi’s maintenance costs can be relatively high, and some people may be disappointed to know that some Audi models use engines from Volkswagen.

So, is Audi a good luxury car?

Although Audi has several cons, we believe it’s still a car worth buying and owning. In other words, it’s a good luxury car!


Ultimately, the question of whether Audi is a luxury brand comes down to individual tastes.

But one thing is sure: Audi has everything that makes a luxury car, including advanced technology, comfort, and performance.

And for that, we can’t do anything else than conclude that Audi is a luxury car brand!

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