Sedan cars, particularly those at the luxury end of the spectrum, often get overlooked in the Middle East, with all those 4x4s (both big and small) tending to take centre stage.
It’s not hard to see why, looking at much of the region’s terrain.
But the fact is that while a lot of SUVs are suited to the business of tearing up and down sand dunes, fording streams, or navigating areas with enough mud to fill the world’s beauty salons several times over, most will spend little or no time in an off-road environment.
There’s no reason, therefore, why vehicles suited almost exclusively for tarmac shouldn’t get a look in for drivers who aren’t desperate to go all Bear Grylls at the earliest opportunity.
Enter, then, the new Audi A8 and S8, two models that have just made landfall in the UAE after their initial unveiling in 2021. This is a pair, displayed as they were in Dubai, that like to inhabit roads in a sophisticated manner, and they want you to know it.
Anyone familiar with the way car companies tend to name their vehicles could probably work out the difference between the two vehicles without being told, but, just to make it clear, the A8 is the standard model and the S8 its slightly sportier sibling.
Together, they serve as Audi’s flagship luxury sedan offerings, nudging shoulders with the likes of the Mercedes-Benz S-class, the BMW 7-series, and the Genesis G90.
Serenity is key in cars like this. As you drive along in an A8 or S8, the outside world seems more distant than mere window-thickness away. The engine, while having some poke, is smooth, even when you put your foot down, and ride comfort is as good as almost anything on the market.
Standard Audi stylings are easy to spot on the A8 and S8, but the new models have been given a facelift.
The A8, for example, has a wider grille, revamped front and rear bumpers, and updated wheels. The S8 has similar stylings, but comes with prominent tailpipes that give it an upgraded sense of urgency, both visually and probably literally.
There’s no shortage of oomph in either vehicle, no one will be surprised to discover.
Power in the A8 on test here comes from a four-litre V8, which produces 453 horsepower, and that is enough to get you to 100 kilometres per hour from a standing start in 4.4 seconds. The S8 ups the ante from a similar engine by generating 563hp and cutting the time to a ton to 3.8 seconds.
The cabins on both models are suitably elegant and Audi, to its credit, provides uncluttered information cues around the speedometer. The manufacturer's 12.3-inch Virtual Cockpit instrument cluster is standard, as are the upper and lower centre screens.
The interior is decked out in leather and Dynamica, the latter, apparently, is a microfibre material first introduced in the Audi portfolio in the e-tron GT. It’s worth noting that it’s roomy in the A8 and S8 as well, so lack of comfort for taller members of your party won’t be an issue.
Audi is keen to stress that the A8 and S8 are benchmarks for luxury and prestige across its entire fleet and, if you’re in the market for a luxury sedan, they’re definitely worth a look. If you do decide to invest, you’ll also have the kudos of feeling just a little bit ritzy.
Company%20profile
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Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.
Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.
“Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.
Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.
“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.
Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.
From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.
Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.
BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.
Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.
Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.
“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.
Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.
“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.
“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”
The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”
UAE currency: the story behind the money in your pockets
Trump v Khan
2016: Feud begins after Khan criticised Trump’s proposed Muslim travel ban to US
2017: Trump criticises Khan’s ‘no reason to be alarmed’ response to London Bridge terror attacks
2019: Trump calls Khan a “stone cold loser” before first state visit
2019: Trump tweets about “Khan’s Londonistan”, calling him “a national disgrace”
2022: Khan’s office attributes rise in Islamophobic abuse against the major to hostility stoked during Trump’s presidency
July 2025 During a golfing trip to Scotland, Trump calls Khan “a nasty person”
Sept 2025 Trump blames Khan for London’s “stabbings and the dirt and the filth”.
Dec 2025 Trump suggests migrants got Khan elected, calls him a “horrible, vicious, disgusting mayor”
The specs
Engine: 1.4-litre 4-cylinder turbo
Power: 180hp at 5,500rpm
Torque: 250Nm at 3,00rpm
Transmission: 5-speed sequential auto
Price: From Dh139,995
On sale: now
The Perfect Couple
Starring: Nicole Kidman, Liev Schreiber, Jack Reynor
Creator: Jenna Lamia
Rating: 3/5
FA CUP FINAL
Manchester City 6
(D Silva 26', Sterling 38', 81', 87', De Bruyne 61', Jesus 68')
Watford 0
Man of the match: Bernardo Silva (Manchester City)
UAE currency: the story behind the money in your pockets
UAE SQUAD
Mohammed Naveed (captain), Rohan Mustafa, Ashfaq Ahmed, Rameez Shahzad, Shaiman Anwar, Mohammed Usman, Mohammed Boota, Zawar Farid, Ghulam Shabber, Ahmed Raza, Sultan Ahmed, Imran Haider, Qadeer Ahmed, Chirag Suri , Zahoor Khan
HIJRA
Starring: Lamar Faden, Khairiah Nathmy, Nawaf Al-Dhufairy
Director: Shahad Ameen
Rating: 3/5
The specs
Engine: 6.2-litre supercharged V8
Power: 712hp at 6,100rpm
Torque: 881Nm at 4,800rpm
Transmission: 8-speed auto
Fuel consumption: 19.6 l/100km
Price: Dh380,000
On sale: now
Real estate tokenisation project
Dubai launched the pilot phase of its real estate tokenisation project last month.
The initiative focuses on converting real estate assets into digital tokens recorded on blockchain technology and helps in streamlining the process of buying, selling and investing, the Dubai Land Department said.
Dubai’s real estate tokenisation market is projected to reach Dh60 billion ($16.33 billion) by 2033, representing 7 per cent of the emirate’s total property transactions, according to the DLD.
