Off its interface

Ditching MMI’S intuitive rotary dial and forcing serial buyers to accept a new interface is bold. The touchscreen needs more of the driver’s attention, even with its haptic feedback and audible clicks. The improved voice and handwriting recognition should make the transition easier. In spec terms, A8’s sharp pricing undercuts immediate rivals by around $20K, even with the requisite Premium Plus option package ($11,000) for 20s, extended leather, privacy glass, digital TV, seat ventilation and massage, and more.