Exterior is very A4-ish. Typical Audi evolutionary. But Audi designers are adding the BMW-ish elements ... very carefully yet consistently. Eg. more dynamic lines, Bangle-butt-ish boot lid, sportier aggressive appearance, very high & expressive shoulder line etc.
I'm sure the car will look very sharp & aggressive IRL. Yet IMO a bit too evolutionary. With some "controversial" details - ala boot lid.
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The interior looks very smart. Very smart. An evolution of the current one, yet enhanced.
I like the combination of leather, wood, chrome & ceramics ??? (black trim on dash and center console, & white MMI pointer buttons).
The new e-shifter is very interesting. Sci-fi design like the one in Jag and BMW. Yet With a bit traditional sense though.
The analog clock in the center dash also add some traditional atmosphere.
Very Audi.
What I do not like is the position of MMI control center. It looks positioned to close to the dash. Far,far away from driver. Very Japanese.
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IMO the car will look fine. Yet ... this time BMW made a home rune with the F01. The new 7er definitely looks much more refined, sporty & elegant than current S-class, and the new A8. It just has that THE factor. Inside S-class is definitely more comfort-luxury oriented, 7er is the sportiest / driver's choice, while Audi will try to offer both worlds ... and try to push benchmark higher with using ceramic trim.
IMO this time A8 will have harder times to fight 7er in the traditional markets (eg. Europe).