most non-car oriented Americans have a German car pecking order as far as expense or 'excess' or status
Porsche, MB, BMW, Audi
this varies in Germany, and since Porsche is pretty much sportscars, can be eliminated when talking 4 door cars
so the S8 would be just an 'expensive' VW to most, but imho, it is better looking, better designed, more practical, as well built as the others, although not as fast as AMG or M
the one weakness is the mechanical build details, again imho (and having wrenched on them for 30 years+) no one can compete with BMW, not even Porsche
the detail/attention to, maintenance access, the quality of connectors/switches/components, the over engineered axles, diffs, etc.
but having said that, the S8 is the best looking, yet most understated of the bunch, and the quattro seals the deal
when you see an Audi, you might stop and take a second look, 'nice car'
you see a masi or aston, they are so rare in my parts, might as well be a Ferrari, and it will draw attention, wanted or unwanted