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Audi is charging ahead with its third-generation A8, set to be unveiled at the Frankfurt auto show in the fall of 2009. Once released, it will battle a slightly face-lifted Mercedes-Benz S-class, expected to be unveiled next spring, and BMW's all-new 2009 7-series. But unlike the rather conservative 7-series, which backed away from the audacious styling of its predecessor, the next Audi A8 will show a new look and carry the brand forward stylistically.

Audi's chief designer Stefan Sielaff explains: "The first generation was very dogmatic and product-design-like. With the second generation, the theme was 'elegance'—softer, flowing lines. The upcoming third generation will be stronger, sharper, and more precise."

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Audi's New A8 Promises To Break BMW's 7 Series Stranglehold On The Luxury Flagship Market

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