A parade of six luxury sedans—each priced near $75,000—rolled through Los Angeles in September 2004, not for a celebrity event or promotional shoot, but for a direct comparison. The lineup featured the Audi A8L, BMW 745i, Jaguar XJ Vanden Plas, Lexus LS 430, Mercedes-Benz S430, and Volkswagen Phaeton V8. All shared one defining trait: they catered to buyers who refused any concessions in performance, smoothness, or equipment. The evaluation, published in MotorTrend, sought to distinguish the exceptional from the merely costly.
Six cars, one standard: V-8 engines under $75,000
The criteria were simple: only sedans with V-8 engines and prices near $75,000 qualified. No American-made models appeared, leaving the competition to European and Japanese manufacturers. The Audi A8L ($74,320) led with a 330-horsepower V-8 and quattro all-wheel drive, built on a lightweight aluminum frame. The BMW 745i ($79,945) arrived after a redesign, delivering 325 horsepower and extensive features, though its rear-wheel drive was intentional.
Jaguar’s XJ Vanden Plas ($69,995) also debuted in 2004, combining aluminum construction with a 294-horsepower engine. The Lexus LS 430 ($71,030) received minor updates, including a six-speed automatic, while the Mercedes-Benz S430 ($80,590)—the oldest model—remained the industry standard despite its 275-horsepower V-8. The Volkswagen Phaeton V8 ($74,365) stood out as an outlier, sharing mechanical components with the Audi while entering a price range the brand had long avoided.
Testers drove the vehicles in Arizona, where open roads and winding paths provided an unbiased testing ground. Over three days, editors rotated behind the wheel, documenting performance and usability. The focus went beyond raw metrics to determine which car balanced power, comfort, and driver engagement without overwhelming the operator.
The BMW 745i: Strong numbers, weak execution
The BMW finished fifth, tied with the Jaguar XJ. Its specifications were impressive: 6.1 seconds to 60 mph, a quarter-mile time of 14.3 seconds at 98 mph, and 0.88 g of grip on the skidpad. With 330 pound-feet of torque, it handled well despite weighing 4,477 pounds. The optional Sport package ($3,200 extra) added performance tires and a firmer suspension, improving handling further.
Yet its advantages were outweighed by significant flaws. The iDrive system required drivers to work through confusing menus for basic adjustments. One tester noted in the logbook: “I dislike more things about this car than I like.” Turn signals mounted on stalks activated unintentionally, and the transmission selector, also stalk-mounted, added unnecessary complexity. Seat controls suffered from an overloaded interface, earning the term “button-itus” for its cluttered design.
The steering felt imprecise, described as “vague, distant, unsteady.” Traction control, even in sport mode, cut power abruptly during spirited driving. The cabin, though luxurious, lacked warmth and personalization. One editor wrote: A nicely engineered powertrain and chassis spoiled by a ‘more is more’ misapplication of technology. The BMW’s technology was advanced but failed to serve the driver effectively.
Performance metrics were strong, but driver satisfaction was lacking.
Luxury beyond speed
The BMW’s placement was expected. It excelled in acceleration, braking, and cornering, but luxury extends beyond numbers. It involves how a car responds to inputs and how it integrates with the driver, not just in brief moments, but over extended periods. A vehicle that forces constant driver adaptation, rather than adapting to the driver, fails the most essential usability test.
This was the early 2000s, when infotainment systems were still developing. The BMW’s approach reflected an industry trend: more buttons equaled better. However, buyers, even those who could afford these cars, rejected unnecessary complexity. The takeaway was clear: speed matters, but so does the driver’s experience. A car can be fast and packed with gadgets, but if it doesn’t feel like an extension of the driver, it remains just a machine.
The other contenders
The Audi A8L, with its 330-horsepower V-8 and quattro system, took first place. Its aluminum construction kept weight low, and its handling earned praise for being both controlled and engaging. The Lexus LS 430, though slightly underpowered at 290 horsepower, stood out for reliability and a refined ride. The Mercedes-Benz S430, despite being the oldest model, remained the benchmark for comfort and build quality. The Jaguar XJ Vanden Plas, with its 294-horsepower engine, blended British styling with German engineering, though its interior felt less unified than the others. The Volkswagen Phaeton V8, sharing mechanics with the Audi, was competitive but lacked the brand’s usual appeal.
The BMW’s ranking was no surprise. It delivered speed, but speed alone does not define a great luxury sedan. The winners were not just fast, they were enjoyable to drive, practical for daily use, and, most critically, did not treat the driver like an operator of a complex system. In 2004, that equilibrium was more valuable than raw performance.
The test concluded with the cars returning to dealerships, but the discussion continued. The BMW 745i had proven itself on paper, yet in real-world use, it disappointed. The lesson extended beyond one model, it addressed the future of luxury driving. Technology could enhance the experience, but it could never replace the core bond between driver and vehicle.