In the 80s, Audi managed to get rid of a somewhat dusty brand image by offering modern products and distinguishing itself with the quattro system. So it was time to step up.
But to win against safe bets, you had to start somewhere…
Credible competitor
Audi’s first foray into the top of the range dates back to 1979 with the presentation of the 200, based on the 100 (respectively 5000 T and 5000 S in North America). The launch of the third generation Audi 100 at the Paris Motor Show in October 1982 was a success (renamed Audi 5000 here, introduced in vintage 84).
Thanks to advanced aerodynamics, quality construction and the availability of quattro all-wheel drive, it finally becomes a serious alternative to the BMW 5 Series and Mercedes 200/300 (not yet called E-Class). It will also receive the title of European Car of the Year in 1983.
Photo: Audi
progress through technology
The study of a model worthy of competing with the queens of the high-end segment (Mercedes-Benz S-Class, BMW 7 Series and, to a lesser extent, Jaguar XJ) began in 1983. Unlike Toyota and its Lexus LS400 , released a few months after the V8, Audi had a limited budget for the development of its flagship. This is why its platform is derived from that of the Audi 100/200.
The wheelbase is slightly lengthened and it is especially the front and rear sections that are redesigned while the fenders are widened. The lines are signed by the Austrian Erwin Leo Himmel, who will work at Audi from 1982 to 1994. The bodywork is entirely galvanized, which makes it possible to offer a high level resistance to corrosion. However, Audi prefers to invest in technology, illustrating its slogan well: Vorsprung durch Technik (At the cutting edge of technology). And at this level, a lot needs to be done… with one watchword: reuse as many existing parts as possible.
Photo: Audi
The decision to develop the first V8 of the mark will be taken at the beginning of 1984. If from a distance, one can believe that it is about two blocks of Golf GTI joined, the things are a little more complicated. Because it is placed in front overhang, this engine must be light and compact so as not to penalize road handling. The stroke and the bore are identical to that of the 1.8 liter Volkswagen, on the other hand, the foundry is new (all-aluminum block with an alloy with a high silicon content) as well as the lubrication system (with patent at stake) .
As a result, the total weight of the engine is 215 kilos and its length is only 41 centimeters. Bet raised! There is also a cylinder head with 4 valves per cylinder with two overhead camshafts and Bosch Motronic injection, which is the first application on a V8. The Audi V8 generates 250 horsepower (240 in North America).
Photo: Audi
Then, the quattro system must be reviewed in order to be able to adapt it to an automatic gearbox, which is absolutely essential at this level of the range. Fully automatic, it features an electronically controlled multi-disc clutch in the center differential and a Torsen differential (TORque SENsitive) in the rear axle. Under normal conditions, the torque split is 50/50 front to rear. In the event of a slip, up to 80% of the torque can be sent to a single axle. The automatic transmission is a ZF 4HP24A which includes three operating modes: Sport, Economy or Manual.
The Audi V8 also inaugurates a type of disc brakes (at the front only). Developed by ATE-Teves, these use calipers no longer placed outside the disc but inside, which allows, for the same rim diameter, a contact surface 17% greater. Effective but complex and expensive, this technology will not be able to impose itself.
Finally, the V8 will come standard with the Procon-ten (for Programmed Contraction-Tension). It is an ingenious fully mechanical restraint system designed by Audi and inaugurated on the third generation 80/90. Stainless steel cables connected to the steering column and the front seat belts are installed on a support placed on the gearbox. In the event of a frontal impact, the engine/gearbox assembly begins to move backwards, which puts tension on the cables, pulling the steering wheel towards the dashboard and tightening the seat belts. This system will be offered by Audi until 1994.
Photo: Audi
Big ambitions
The big Audi was officially introduced at the Paris Auto Show in October 1988, for the 1989 vintage. The manufacturer had for a time considered calling it 300 (too close to Mercedes) or Horch (one of the 4 companies symbolized in the logo with the rings but ultimately without real marketing value) before simply choosing V8. At that time, the brand’s new boss, Ferdinand Piëch, claimed to be able to sell 14,000 copies a year (5,000 in Germany, 5,000 in North America and 4,000 in the rest of the world). Already, the press suspects that these objectives are “extremely” ambitious. North American sales began in 1990.
To distance itself from the competition, Audi relied on its quattro system (the others were all propulsion) and on “all-inclusive” equipment (Mercedes and BMWs were still sparingly equipped as standard at the time, especially in Europe where the option lists are endless). As standard, the V8 comes with automatic climate control, heated seats, Bose sound system, cruise control, on-board computer, leather trim, real burl walnut and virgin wool carpeting. Thus equipped, it is positioned rather favorably compared to its German rivals on the Canadian market: $73,800 against $95,400 for a Mercedes 420 SEL, $71,600 for a BMW 735iA (prices for 1991 vintage). Only the Lexus LS400 seems to do better with a price of $64,200 for a fully equipped version.
The testers appreciate the handling and traction, the operation of the automatic gearbox, the quality of finish and the high-level equipment. On the other hand, they regret the somewhat tight power of the engine and a lack of differentiation compared to the 100/200 models (name finally introduced in America in 1989).
Photo: Audi
Lesson
If the Audi V8 initially only came with an automatic transmission, customers asked for a manual transmission. Their wish was granted in 1991 with a 5-speed gearbox available at no additional cost (the quattro system was then modified and received a Torsen central differential). This box will only be offered in America for one year.
Everywhere else, it will be replaced the following year by a 6-speed version. Also in 1992, a 4.2 liter variant of the V8 appeared. Depending on the market, it replaces the 3.6-litre or is sold in parallel (replacement in America). The power is then 280 horsepower (276 for us). The changes will be extremely limited, the most important being the introduction in the 1991 vintage of an L version with a wheelbase lengthened by 32 centimeters. It will be manufactured in Austria at Steyr-Daimler-Puch in only 272 copies (the normal V8 is manufactured in Germany, in the Neckarsulm factory).
Photo: Audi
Finally, it remains to be noted that Audi will successfully enter its V8 in the DTM (German Touring Car Championship), winning the 1990 and 1991 titles (by Hans-Joachim Stuck and Frank Biela respectively).
The marketing of the Audi V8 will stop at the end of 1994. It will only have been able to convince 21,565 buyers throughout the world (including the L versions). Throughout its career, it will suffer from a filiation that is too close to the 100/200 generating a vast image deficit, a component that is nevertheless essential in this segment (internal competition from the fourth generation 100/200 and the successful launch of Lexus will not help not).
Audi will retain the lesson for its replacement, the A8, offering it a specific design and going further in technology, in particular with an exclusive all-aluminum chassis, thus starting a successful line that still exists today. But hey, we had to start somewhere!