Audi S8 wins Best New Prestige Car of the Year Award

Audi Canada is celebrating following the 2007 Audi S8 being named Best New Prestige Car by the Automotive Journalist Association of Canada (AJAC). Diego Ramos, Head of Audi Canada was on hand to accept the award on November 21, 2006.

The S8 is the latest version of the highly regarded A8 series introduced as a 2004 model year vehicle. The award culminates a program to revitalize the top end of Audi’s line up in Canada as the previous generations of A8 failed to mount a serious sales challenge to established brands in this rarified and coveted segment.

In addition to the full slate of luxury features, the S8 features an aluminum 5.2L V10 FSI direct injection engine producing 450 HP which is connected to the now legendary Quattro all-wheel-drive system. The power plant used in the S8 is based on Lamborghini’s 513 HP, 5.0L used in the Gallardo exotic sports car. Audi also owns the Lamborghini brand.

The Canadian Car of the Year (CCOTY) awards program was created by journalist members of AJAC, to provide consumers with sound, comparative information on vehicles that are new to the market.

This year’s competition included 195 new 2007 vehicles and was conducted in Niagara-on-the-Lake, Ontario from October 25 – 27, 2007. This annual event is known in the industry as “TestFest”. Audi had been competing in four categories this year and finished amongst the top three in every category in which we competed.

AJAC’s three consumer surveys show that winning an AJAC Canadian Car of the Year (CCOTY) award is increasingly important for potential buyers of new cars. For example, a survey of 2004 Canadian Car of the Year buyers confirmed an influence of 58.4%. In 2002 that influence was 47.5%; in 1999 the influence was 44.5%.

The overall Canadian Car of the Year, as well as the Canadian Truck of the Year will all be announced on February 14th, 2007, at the 2007 Canadian International Auto Show in Toronto, Ontario. The 2007 Best New Design and Best New Technology winners will also be declared at that time. Audi is competing with two technology entries.