Luxury

The most electrified Porsche 911 yet has arrived.Yep, the 2026 Porsche 911 Turbo S breaks from tradition with the electric motor wedged into its eight-speed PDK dual-clutch automatic transmission.And then there's the twin electric turbochargers fitted to its 3.6-litre six-cylinder boxer engine.That is one more e-turbo than its 911 Carrera GTS sibling, which debuted Porsche’s new power-boosting T-Hybrid system two years ago, complete with a 1.9kWh battery.In the all-wheel-drive Turbo S it helps it produce an astounding 523kW of power (+45kW) from 6500-7000rpm, and 800Nm of torque from a far broader 2300-6000rpm.Sprinting from zero to 100km/h in the coupe on test here now takes just 2.5 seconds (-0.2s), while 200km/h can be reached in 8.5 seconds (-0.5s) on its way to a top speed of 322km/h (a nice even 200mph).Needless to say, in reality this level of acceleration is neck-snappingly immense in any of the three available drive modes (Normal, Sport and Sport Plus).The PDK whips through its eight gears in a seemingly uninterrupted blur, during which the engine feels like it is always on boost thanks to its newfound electrification.That said, the Turbo S increasingly offers too much straight-line performance for Australian public roads, which have speed limits of up to 130km/h in limited locations.But I suppose it is nice to know you can accelerate faster than almost any other car you come across on your drive.You also can probably decelerate sooner than most other cars thanks to the mammoth carbon-ceramic brakes fitted to the Turbo S.The 420mm front and 410mm (+20mm) rear discs are the largest to be fitted to a street-legal Porsche yet and offer equally immense stopping power.The T-Hybrid system contributes plenty to the Turbo S coupe’s 74kg weight gain, to 1725kg, but the reality is you won’t really notice the difference in a straight line, let alone around corners.Handling wise, the Turbo S does not match the prowess of its track-focused GT3 and GT2 siblings, but it is still a 911, which means it's still among the best when it comes to despatching corners with its high level of AWD grip.The T-Hybrid system also helps to power the new active anti-roll bars, which reduce body roll when cornering hard. They are simply phenomenal when it comes to delivering lateral balance.And if you want even more body control and road feel, the adaptive dampers can be firmed up via a dedicated physical switch at any time, or via the Sport Plus drive mode.At this point the ride comfort is firm enough that you seemingly feel every little road imperfection.I prefer the adaptive dampers in their Normal setting, which is still stiff but can easily be lived with day to day.The 911’s electric power steering is the one of the best available today, with the level of feedback provided almost as good as a traditional hydraulic system.In any of the drive modes it is as direct as you would expect a high-end sports car to be, partly thanks to its brilliant wheelbase-shortening rear-axle steering.The beauty of the Turbo S is its split personality: it can be relatively docile when you are navigating city traffic, or it can be an otherworldly performance machine when you are lucky enough to find an open road.It is this duality that its GT siblings simply cannot match.Now, do not make the mistake of thinking the Turbo S coupe’s T-Hybrid system significantly reduces its fuel consumption because it is performance-focused after all.In fact, claimed fuel consumption on the combined-cycle test is 11.8L/100km, up 0.3L/100km.But in the real world I averaged a reasonable 14.3L/100km over 366km of driving, all of which was very much worth the high fuel bill.Design wise, the Turbo S has had an obligatory nip and tuck as part of this midlife facelift, one that Porsche says makes it 10 per cent slipprier, partly thanks to active aerodynamics front and rear.Either way, the 911’s iconic design elements remain, making it arguably the most recognisable multi-generation sports car of all time.I mean, look at those deliciously wide rear haunches!The 911 is also still one of the most practical sports cars you can buy, with two rear seats, which, while very tight for adults, is still a lot better than not having them at all.You even get two cupholders in the front row, which is two more than you get in most supercars.There are also plenty of physical buttons and switches for nearly all of the key functions, including the all-important climate controls.And let us not forget the frunk and its 128 litres of storage capacity, which is again a lot more accommodating than what you get with the 911’s mid-engine rivals.The price? The new Turbo S coupe costs $577,300 plus on-road costs, which is ‘just’ $39,700 more than its predecessor but more than reasonable against its competitive set, including the Ferrari 296 GTB ($604,000) and Lamborghini Temerario ($534,169).Despite its high price, in typical Porsche fashion several features that should be standard in the Turbo S coupe are not, including its sunroof ($4720), cooled front seats ($2220), Porsche InnoDrive highway assist ($2190) and all-important front-axle lift ($4950).All the regular advanced driver-assist safety features are otherwise present and work well, meaning they will not annoy you day to day, which is increasingly rare in 2026.But you do get shortchanged with Porsche Australia’s three-year/unlimited-kilometre warranty, which while comparable with the likes of Ferrari, Lamborghini, McLaren and Aston Martin, is off the five-year pace of BMW, Mercedes-Benz, Audi and other premium brands.

Mercedes-Benz is bringing two new V8-powered rides to Australia. The Mercedes-AMG GLE 63 S and GLS 63 S SUVs have both been detailed overseas ahead of their local launch. There are no confirmed launch timings for the cars, but Mercedes-Benz Australia has been contacted for comment to get a better idea of when we can expect them. These large luxury SUVs will be rivals to the V8-powered BMW X6 and X7 as well as the Audi SQ7 and SQ8. Both of Mercedes’ updated models use a 4.0-litre twin-turbo V8, producing 450kW and 850Nm, which are the same figures as the current model. The GLE 63 S can sprint from 0-100km/h in 3.9 seconds, while the GLS 63 S takes 4.2 seconds, with both going on to a top speed of 280km/h. The pair are equipped with Mercedes’ all-wheel drive system and have a 48-volt mild hybrid set-up, providing a small boost of power. There is a newly-developed performance exhaust system fitted to the cars, allowing for different settings of noise from the V8 engine. The car has been given a new exterior look that shows off larger air intakes and a rethought headlight design.Wheels are offered in sizes up to 22 inches on the GLE 63 S and 23 inches on the GLS 63 S. There is a range of Nappa leather seat colours, with carbon and aluminium elements elsewhere in the cabin. The car’s suspension can be raised by as much as 20mm, depending on road conditions and speeds.There is no official news on price yet, but the GLE 63 S currently starts in Australia from $266,900 (before on-road costs), so expect a slight price increase on that number. The GLS 63 S starts in Australia from $299,900, meaning this new model could break the $300,000 barrier. 

BMW has announced some details for its upcoming iX5 large electric SUV.A highlight of this car is it will come with a lithium-ion battery pack with a capacity of 144kWh in the USA and 141kWh in Europe in 60 xDrive trim.This makes it the largest battery ever offered in a BMW to date.It’s unclear the battery capacity that will eventually make its way to Australia, but either one will take the crown of the biggest battery of any EV offered locally. This record is currently held by the new BMW iX3.This massive battery pack in the new iX5 60 xDrive operates on an 800V electrical architecture and features cylindrical cells.BMW hasn't detailed what the claimed range of this big-battery iX5 will be yet, but it's likely to surpass the iX3 50 xDrive which offers 805km of WLTP-claimed range.It may be the first EV from the German carmaker to offer more than 1000km.The BMW iX5 60 xDrive will be powered by a dual-motor all-wheel drive set-up with a total system output of 425kW.The German carmaker is currently undergoing its final calibration drives of the new-generation X5 around its production base in Spartanburg, USA.In addition to the electric versions, the new, fifth-generation X5 will be offered with mild-hybrid petrol and diesel, plug-in hybrid (PHEV), as well as hydrogen fuel-cell (FCEV) powertrains.The latter will mark BMW first-ever hydrogen-fuelled production model ever when it debuts in 2028.Other details BMW has confirmed about the new-gen X5 is it will offer alloy wheels measuring up to 23-inches in diameter, plus standard mixed-size tyres which are claimed to “enhance comfort, stability and dynamism”.Adaptive dampers are standard, while adaptive air suspension, rear axle-steering and active roll stabilisation will be available as an option package on the iX5 and PHEV models.BMW also claims the new BMW will also offer an almost 50:50 weight distribution.On the safety front, the new X5 will offer SAE Level 2 driver assistance technology which will be able to operate on motorways and in urban areas. It’s unclear if this will only be available in certain markets and whether Australia will be included.Other standard safety equipment includes lane change warning, blind-spot monitoring with active steering intervention when there’s a risk of a lateral collision, as well as front and rear cross-traffic alert.

The return of an Audi wagon favourite is on the cards for Australia.The Audi A6 Allroad could return to the brand’s Aussie showrooms for the first time since 2024.The A6 Allroad remains a strong prospect for Australia, but the local branch was unable to confirm its arrival just yet."This model is currently under evaluation for the Australian market," a spokesperson for Audi Australia said."This model is highly appealing, and we would welcome it for Australia."It comes after the car appeared in Australian sales approval documents earlier this year, hinting a confirmation is not too far away.There is potential for A6 Allroad to launch as soon as the end of this year.It will again be available with a V6 diesel engine, but Audi has also introduced a plug-in hybrid set-up to the range for the first time. The A6 Allroad doesn't have any direct rivals in Australia.It will have to compete with the much cheaper BYD Seal 6 Touring PHEV wagon, starting from $34,990 (before on-road costs).Pricing details have not been revealed yet, but it is expected to sit above the sedan variant currently on sale, starting from $123,600 (before on-road costs). The A6 Allroad's 3.0-litre V6 turbo-diesel has more power than its predecessor, boasting 220kW and 580Nm , while the 2.0-litre four-cylinder turbo-petrol PHEV set-up boosts power to 270kW and 500Nm. The diesel variant is marginally faster from 0-100km/h than the PHEV at 5.4 seconds. Audi said the PHEV has an all-electric driving range of 95km from its 26kWh battery. It offers fuel consumption of as little as 2.6L/100km, when the battery is fully charged. The car does not have DC charging capabilities, but AC charging at 11kW takes around 2.5 hours. All A6 Allroad models come with all-wheel drive as standard. On the inside, there is an 11.9-inch digital driver display and 14.5-inch central touchscreen, along with four-zone automatic air conditioning. There is also a panoramic sunroof available with a dimmable setting as opposed to a conventional shade. 

Depending on how old you are, the name Testarossa either means something, or everything. In the mid-1980s, we're talking proper dog-eared-posters-stuck-to-bedroom-wall status here.There was also the small volume V12 Ferrari 250 Testa Rossa (250 TR) sports racer built from 1957 to 1961. But in the '80s it was a 4.9-litre, flat 12-cylinder engine producing the power, making an inconceivable 287kW and 490Nm, and earning the wedge-shaped icon a place among the most powerful supercars in existence at the time.I'm giving you this little history lesson because the Testarossa name is back, only this time it's attached to the plug-in hybrid Ferrari 849 Testarossa. And if you're one of those people who think electrification has no place in the supercar world, just relax for a second. Because the new Testarossa's outputs make the 1984 version seem every bit as exhilarating as a Segway.We're now talking 772kW and 842Nm, generated via the combination of a 4.0-litre twin-turbocharged V8 paired with three electric motors, all of which combine to produce an electrified powerhouse of genuinely epic proportions. The other thing that's gone skywards is the price. It's hard to believe, but that 1984 Testarossa listed for as low as US$85,000, or $121,000. This one starts at $932,648.The numbers only tell part of the 849 story, but we'll cover them off quickly anyway. The 100km/h benchmark arrives in 2.3 seconds, with 200km/h taking just 6.35 seconds from a standing start. Top speed is a claimed 330km/h. The turbo is the biggest ever fitted to a Ferrari production car, while the electric motors (responsible for around 160kW on their own) are arranged with one at the rear and two at the front. The 7.45kWh battery delivers an EV driving range of 25km.And yes, some of those are big and impressive numbers. But the bigger story here is the feel, the emotion, that the 849 Testarossa generates in great big bucketloads. The thrum (this time less orchestral and more mechanical) of the exhaust. The spectacularly direct steering. The sense of car and driver as one.But weirdly the thing that really got myself and my fellow testers the most excited wasn't the brutal acceleration (which was surprising, as this genuinely one of the fastest-feeling cars I've ever driven), but was instead the bull-whip crack of what might be the sweetest, sharpest gearshifts in existence.In this new Testarossa, it's an eight-speed dual-clutch transmission the brand says is derived from its F1 division, and the feel of a flat-footed shift upwards, or a hard-braking downshift into a corner, is genuinely visceral in its action. If you still long for manual gearboxes, the 849 will cure you of that ailment. You end up searching for extra reasons to reach for one of the paddle gearshifters, just to feel and hear the shifts.Driven at noise, this two-seat rocket is a vehicle that demands attention. And not just from the driver (seriously, this is a car that collects speed in such an other-worldly fashion that constant focus is required – blink too long and it feels like you're in a teleportation device as, when your eyes open, you're a long way away from where you were when you closed them), but from anyone in its vicinity, too, with the Ferrari seemingly sucking in bystanders like a vortex, especially in Italy, where even clapping eyes on the latest from Maranello is a near-religious experience.It's also, somehow, not terrifying. The fact that it's AWD and not a snap-happy rear-drive set-up probably helps to settle the nerves. But also the fact that it's something approaching comfortable as a commuter, helped by its adaptive damping, and even has a silent and front-wheel-drive EV mode for city motoring, helps to smooth some of the 849's more murderous edges. That and the fact that Ferrari has a whole heap of high-tech help on board – headlined by something called the Ferrari Integrated Vehicle Estimator, which adjusts its level of control to the quality of your driving – designed to keep you on the tarmac without ever feeling like it's babying you. Driven at noise, the Testarossa is a car that demands attention. And not just from the driver (seriously, this is a car that collects speed in such an other-worldly fashion that constant focus is required), but from anyone in its vicinity, too.The styling was controversial at its unveiling, mostly because of its two-level nose design and blocky rear end with its centralised and mid-mounted exhaust exits, but it grows on you fast. I can also attest that the nose feels every bit as low to the ground as it looks, and you will become quickly accustomed to the nose-lift function, which gives you an extra three centimeters of clearance.Downsides? As is pretty predictable with Ferrari, none turn up in the drive experience. But the interior tech takes some getting used to. With no traditional centre screen, almost all functions are controlled through the steering wheel – including some of the drive modes, like 'EV' – and you have to 'wake up' the digital panel before selecting one. Which I didn't know, and so instead just blindly stabbed at areas until the Ferrari did what I wanted.It also feels very, very big, at 4718mm in length and 2304mm in width. When you're driving at speed you don't notice it, as I'm sure you wouldn't on a racetrack, but I can assure you threading your way through tight Italian streets in a million-dollar supercar can feel like you're playing a very high stakes version of Operation.So, is the 849 Testarossa a worthy wearer of one of Ferrari's most iconic nameplates? You betcha.

Not suitable for our vast landscape, too slow to charge and not practical enough are the usual tropes used to dismiss electric cars in Australia, but a new breed of EVs are blowing those arguments away.BMW's ballyhooed new iX3, which is built on its futuristic Neue Klasse EV platform, has achieved an astonishing feat.It has completed a real-world test of more than 800km, which actually beat its claimed 805km WLTP certified driving range.The test was completed in China using a long-wheelbase version of the iX3 50 xDrive, with the standard wheelbase version that uses the same battery and electric motors arriving in Australia in the coming months.The test was completed on public roads across a decent cross section of conditions. It went up and down mountains, through snow, rain and low temperatures, which can all have adverse effects on battery range.Key to this was the big 108kWh battery and advanced electric motors, energy management tech and regenerative braking that increases the car’s overall efficiency.Proof that an EV can achieve a driving range of more than 800km means range anxiety can finally be put to bed.No one should be driving 800km straight without a break.When you do stop at the slowly increasing number of fast chargers, the iX3 can soak up a max DC charge rate of 400kW.This would theoretically allow you to add 350km of charge in just 10 minutes, or to recharge from 10 to 80 per cent in 20 minutes.The new iX3 is 4782mm long, 1895mm wide, 1635mm tall and has a 2897mm wheelbase — the distance between the front and rear axles. That plants it in the mid-size SUV category, but its long wheelbase means it’ll be roomier inside than any petrol- or diesel-powered alternative.It’s fast, with its two motors pumping out 345kW and 645Nm. This ensures all-paw grip and a brisk 0-100km/h dash time of 4.9sec.The biggest hurdle to the iX3 is the price. This 50 xDrive version will cost $109,900 (before on-road costs) in Australia, which is more expensive than most can afford.There is a cheaper 40 variant with 635km of range, and a $89,900 price tag that makes it eligible for generous tax incentives.As with all car tech, this will trickle down into more affordable cars sooner rather than later.And this is just the start.Volvo will bring its new EX60 with more than 800km of range soon, and there are numerous Chinese makers with similar tech waiting in the wings.This is proof the age of electric cars is right now.

Genesis is ready to step up - both metaphorically and literally.The Hyundai-owned luxury brand has reaffirmed its plans to introduce an all-new sports car based on the Magma GT concept, unveiling an updated version of the two-door it first showed off in November 2025.The reveal came at the famous 24 Hours of Le Mans race in France, where Genesis is competing for the first time, making it the first South Korean brand to take part in the iconic endurance event.This is all part of a wider Genesis strategy to elevate the brand from its current place on the fringe of the luxury market, to a genuine rival to BMW, Mercedes-Benz and Porsche - which are racing at Le Mans.Genesis is remaining tight-lipped on the technical specifications of the Magma GT, as it is being developed in parallel with an entry into the GT3 racing class. This means Genesis will work with the Hyundai Motorsport division to ensure the Magma GT road and race cars are capable of taking on the established sports car names.A concept of the potential new racing version was also unveiled alongside the road car.“The Magma GT Concept and Magma GT3 Concept represent two distinct yet connected expressions of Genesis performance,” said Luc Donckerwolke, Chief Creative Officer of Genesis. “The Magma GT Concept embodies our vision of luxury and athleticism on the road, while the Magma GT3 Concept translates that philosophy into the race environment, where every element is driven by performance, efficiency, and purpose. Together, they demonstrate how Genesis is exploring the full spectrum of high performance—from refined grand touring to uncompromising motorsport.”While the road and race cars can have different specifications, one possible solution for the Magma GT production car would be a detuned version of the V8 engine found in Genesis’ Le Mans Hypercar entry. A turbocharged V6 engine is also an option, as Genesis has declared it will be a mid-engine, two-seat car, so a smaller engine may be a possibility - at least in the road car.The new concept reveals an interior for the first time, with Genesis opting for a ‘twin-cockpit’ layout that the company says is “centered around an analog instrument cluster inspired by motor racing timekeeping instruments and complemented by tactile controls that emphasize precision and engagement.”José Muñoz, President and CEO of Hyundai Motor Company, said Genesis’ move into motor racing, in particular the Le Mans Hypercar class where it challenges Ferrari, Aston Martin and BMW, as well as others, is designed to elevate the brand’s standing and help accelerate its growth.“Genesis has grown faster than any other luxury automotive brand and we’re thrilled to be competing in the world’s toughest endurance race where we’ll be able to validate our performance under pressure,” he said. “We’re humble but we’re hungry and we know there is hard work ahead. We’re bringing lessons from the track to our Magma performance vehicles and in how we run the business. In a 24-hour race where anything can happen, the team needs to be seamless in how we support each other and find creative solutions to win. It’s a perfect analogy for how we’re managing uncertainty and focused on delivering exceptional vehicles, technology and service for our customers.”Timing for the Magma GT to hit both the showrooms and the racetrack isn’t confirmed, but likely won’t happen until 2028 at the earliest. In the meantime, Genesis is set to launch its first Magma product in Australia next month, with the GV60 Magma set to go on sale in July.

BYD is turning its attention to Europe's best performance car brands, revealing details about its new Denza Z sports car. The Denza Z is a fully-electric performance four-seater roaster, shaping up as a rival to petrol-powered and established alternatives such as the Mercedes-Benz SL Class. The Z has a three electric motor set-up, with two on the rear axle and one on the front, producing a combined 1180kW. It boasts a 0-100km/h time of less than two seconds and has a top speed of 350km/h, putting it into direct competition with the biggest names in the business. Unlike other Denza products, the Z will debut in Europe and China, signalling a clear intention from the brand to tackle established European rivals. There is no news on whether the Z will come to Australia, but if it does, it would likely not be for a few years, due to currently being left-hand drive only.Denza Australia has been contacted for comment to see if the Z will launch in Australia in the future. It would compliment the Z9 GT sports wagon due Down Under in the coming months.The Z is available as a hardtop or as a heavier convertible. It was first seen as a concept car last year at the Beijing Motor Show, with it keeping much of the same striking look. At 4780mm long, 1990mm wide and 1350mm tall, it is similarly-sized to the SL Class. Underneath the skin, there is an advanced adaptive suspension system that is also found on the Yangwang U9 top-end performance car. The Z's European future means BYD will come in ahead of many of its competition by offering a fully-electric sports car, with others still focusing on petrol power.Lamborghini recently pulled back its plans for an EV, putting resources into plug-in hybrid set-ups. Ferrari recently revealed its first-ever EV, the Luce, which has received polarising commentary. The Denza Z scheduled to launch from next month. 

BMW is forging ahead with technology that is the anti-battery electric vehicle.The German company — along with Toyota and Hyundai  — is one of the biggest proponents of hydrogen fuel cell electric vehicles (FCEV).These are a different type of electric vehicles, which use hydrogen to create electricity that powers motors and they have no need for a big heavy battery. Water is the only tailpipe emission.BMW has made several advances that bring them closer to surpassing battery electric vehicles.A new hydrogen storage set-up for the iX5 FCEV, which fits into the same space used for the brand’s latest batteries, is to be fitted to its range of Neue Klasse electric vehicles.This means it is more efficient to produce a hydrogen variant and doing so won't compromise interior space. BMW even claims FCEVs can now be built on the same production line as battery-powered electric cars“Think of it as installation Tetris,” said BMW board member Dr Joachim Post.The hydrogen storage system can also hold enough fuel to deliver a driving range of up to 750km, can be refilled in under five minutes and is significantly safer, according to BMW.The German giant has also started production of what it calls the "Energy Master" which is a key component to be used in its coming iX5 Hydrogen.It is effectively the brain of the hydrogen power set-up, managing the fuel cell system, battery and electric drive motors.BMW is planning on launching the iX5 Hydrogen in 2028, and the company plans to expand its offerings.It said the new fuel source stands for "electric driving with long range and fast refuelling, diversifies energy sources and reduces dependence on a single infrastructure or raw material supply chain”.

Safety has become the latest secret battleground for luxury car makers - you can't see it, but it is very important.As modern cars are required to include more and more active safety technology, both through regulations and pressure from customers, the difference in safety between a mainstream and luxury vehicle has shrunk.Which is why integration of these active safety systems is the new area of focus for premium brands such as Audi, allowing it to separate itself from both direct luxury rivals and mainstream offerings.It’s part of the reason why Audi has undertaken over 10,000km of advanced driver assistance system (ADAS) testing in Australia, to ensure it works smoothly and without unnecessary distraction to the driver - something many of these systems are guilty of, particularly in cheaper, more mainstream models.“Almost anyone can build a nice watch for $300, but to get a really good watch you have got to invest quite a lot extra - it's all about the one percenters,” explained Peter Strudwicke, product manager for the new Audi Q3. “And we have a lot of those that we apply to all the cars we develop. Eighty percent good is not good enough.”Strudwicke added that Audi is so serious about ensuring its safety systems aren’t distracting or sub-standard, that it would rather not offer them at all if they cannot be properly calibrated.“It's the depth of engineering. It's integral to the whole company, they won't sign something off if it's just good enough, it needs to meet quite a high standard,” he said. “It's one of the reasons why we didn't have traffic sign recognition. We wanted it for years. We got it quite late because the engineers weren't comfortable with how the technology was and how it read Australian traffic signs. It's still not perfect, but once it got past a certain level of accuracy, then they were happy to turn it on for us.”Matthew Dale, head of product planning for the German brand in Australia, expanded on the level of work that Audi is undertaking to ensure that safety becomes a key separating factor for the brand as the entire market gets more competitive.“We do all local tuning and testing for ADAS systems, and was certainly one of them that we did,” Dale said. “With, say the A5, we brought those cars here, a fleet of them, with the latest ADAS systems, with speed sign recognition and things like that, to refine that for the Australian market. And I think it's that software engineering that goes into the cars as well, specific to the Australian market, because the Australian market is quite a popular test bed globally.“Pete mentioned an example before where we've got some unique scenarios in Australia that the tuning of the ADAS systems has been tuned for the Australian market, but that tuning's gone global. Tuning ADAS systems for tunnels, as an example. We've done over 11,000km of testing quite recently for next generation ADAS systems. “We're importing more cars this year to do significant test bases. And I think the new Q3 benefits from the last time we did the ADAS testing two years ago to refine it for the Australian market. And you can see with the lane guidance and the lane centring and things like that, it's that next generational step that isn't as intrusive.” Dale said ensuring the safety systems not only don’t distract the driver, but also don’t detract from the driving experience is a key tenant for Audi.“When you drive a car, people like me enjoy driving the car,” he said. “For some people it's an A to B, but you've still got to have enjoyment in a comfortable environment without the car taking over the inputs of the driver and making it a very comfortable drive. And that's,  I guess, where a premium product is meant to be, is it's meant to feel like a premium space and something that's not intrusive.”