2020 Audi S7 First Drive Review: Emotional Appeal

There’s a happy medium between performance and practicality – at least that’s what the Audi S line of vehicles tries to achieve. A bit spicier than the base A models, but shy of the fully-leaded RS line, the S cars are a necessary intermediary for the brand. This balancing act is a hard stunt to pull off, and admittedly not every Audi S car is great. But the 2020 Audi S7 is a different story, and a spirited drive along a California mountain road is the receipt.

But before getting carried away with superlatives and compliments, some context. The S7 is not a cheap date – it starts at $83,900. That’s a full ten grand over the mechanically identical and more practical S6 sedan. Spend enough time ticking option boxes and the S7 jumps into six-figure territory.

Then why, Clint, should I buy the more expensive S7 which is also more cramped than the S6?” Thanks for asking. In the simplest terms, it’s a matter of emotional appeal. There’s a presence to the S7 that the decidedly more pedestrian S6 can’t match. Make the jump from six to seven and you end up with the perfect Audi S car: a good-looking, pleasant-on-road, much better product than its A sibling.

Mercedes-AMG and BMW both took note of Audi’s S line success and made some pretty great versions of their own. The CLS 53 AMGand M850i are both phenomenal options, each of which is worth considering. In fairness, the BMW is $20,000 pricier than the Audi or Mercedes, but also has a V8 good for 523 horsepower.
Even surrounded by tough competition, though, the Audi S7 shines. All of the base content from the A7 is present, like the good looks and exemplary technology suite, but with a more invigorating driving demeanor. Spending six-figures on a mid-range product is a tough pill to swallow, but the S7 is the best example of an Audi S product currently on sale. Emotional appeal isn’t always logical, but it’s most often unforgettable.

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