I agree that it looks INCREDIBLY boring, but Roy - the peerless quality, superb build, excellent engines etc will be more than enough for the majority of buyers so Audi probably aren't too fussed about the rest - and there's always the S6. The fact that it is dynamically worse than, say, a 5-Series, will be a fact that 99.9% of all buyers will be entirley ignorant of, or at best ambivalent to. And for the 0.1% who do care (that might include me), and who find the design boring and the handling uninspiring, there are other options in the form of the XF, 5-Series, Mitsuoka Galue, etc etc... Especially the criminally ignored Mitsuoka Galue.