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With the newly launched R8 supercar, Audi is looking to break into the exotic car segment. Currently, it finds it main competitors (BMW and Mercedes-Benz) without a car in this segment.

Audi has marketed the car as a Porsche 911 competitor. With pricing supposed to be slightly higher than a Porsche 911 C4S, the comparison would be proper. However, Audi executive Johan de Nyschen has announced that for a "nicely-equipped" R8, one should look to pay between $110-115K. A 911 C4S usually sells in the range of $95-105K depending on options, unless one goes ballistic and checks off every option available on the Porsche options list (which is as lengthy as options list get).

This would mean that the R8 at base price would start at around $100K considering the options list would easily be $10K if you include the R-tronic transmission option which itself is around a $5K option. There will probably be an upgraded sound system from Bang & Olufsen, as well as a navigation/technology package.

de Nyschen also confirmed that there will be more powerful versions of the R8 in the near future.

If a V8 R8 will price out at $115K nicely equipped, the more powerful version, most likely featuring a V10, will probably be based at $120K+ with options ticking the price tag north of $135K.

The V10 will undoubtedly offer supercar performance, but the price-tag is creeping awfully close to Ferrari F430 and Lamboghini Gallardo territory.

The image of Ferrari and Lamborghini, many would say is too high for Mercedes-Benz, BMW or Audi to compete with.


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