Compared: BMW E38 vs Mercedes W140 vs Audi D2
The 90s summit meeting
In the 1990s, Germany’s carmakers fought their most fascinating battle right at the top of the range. Mercedes set a monument to engineering with the W140 S-Class in 1991, BMW answered in 1994 with the elegant 7 Series E38, and in the same year Audi attacked the established luxury order with the aluminium-bodied A8 D2. Three philosophies, one segment: the over-engineered tank, the driver’s flagship and the technology pioneer.
Three decades on, all three have arrived in the youngtimer and classic market - at strikingly different price points. Our current market data (as of August 22, 2026) shows who leads the pack and where the entry opportunities still lie.
Price comparison: the market today
| Model | Production | Avg price | Range | Avg mileage | Listings |
|---|---|---|---|---|---|
| BMW 7 Series E38 | 1994-2001 | €14,407 | €2,500 - 36,500 | 215,740 km | 81 |
| Mercedes S-Class W140 | 1991-1998 | €16,127 | €1,499 - 45,000 | 191,926 km | 85 |
| Audi A8 D2 | 1994-2002 | €10,272 | €1,500 - 34,990 | 218,992 km | 31 |
The W140 leads at €16,127 and also posts the highest single asking price at €45,000 - plus the lowest average mileage. The E38 follows at €14,407 with the second-largest selection. The A8 D2 is the clear value pick at €10,272, though with just 31 listings it also has by far the thinnest supply of the trio.
Mercedes W140: the over-engineered tank
Built from 1991 to 1998, the W140 S-Class is regarded as one of the most elaborately engineered saloons Mercedes ever developed - created in an era when the claim to build “the best car in the world” was taken literally. Double glazing, lavish sound insulation, massive presence: the W140 is the definitive tank among luxury saloons.
The market increasingly rewards that. Around New Year the average still sat at roughly €13,300 to €13,500, by July it had reached about €14,900, and today it stands at €16,127 - a clearly rising trend across the whole year. With 85 listings the selection is also the largest, and the comparatively low average mileage of 191,926 km suggests many examples have been pampered.
What to watch for: rust in the known spots, ageing electrics and comfort features, and the running costs of the big engines. A well-kept six-cylinder is often the wiser buy than a neglected V12.
BMW E38: the driver’s flagship and design icon
The 7 Series E38 (1994-2001) took a different approach: instead of maximum mass, BMW offered a low, elegant silhouette and a setup that never reduces the driver to a passenger. For many, the E38 remains the most beautiful 7 Series ever made - a design icon with movie fame and timeless presence.
Its value story backs up the reputation: at the end of 2022 the average was still around €9,800; today it is €14,407 - strong appreciation over several years. Recently the market has been stable with a slightly positive tendency. With 81 listings the choice is comfortable, though the average mileage of 215,740 km is noticeably higher than the W140’s.
What to watch for: electronics and wear on the suspension and V8 peripherals, plus the usual rust and history checks. Sought-after, well-equipped examples already reach €36,500.
Audi A8 D2: the tech pioneer at half price
The A8 D2 (1994-2002) was ahead of its time: its aluminium spaceframe body made it lighter than its rivals, and quattro all-wheel drive was a genuine unique selling point in the luxury segment back then. Yet it always stayed in the shadow of the star and the kidney grille - and that still shows in the price today.
That is exactly where the opportunity lies: at €10,272 the D2 averages roughly a third less than the E38 and almost €6,000 less than the W140. And it is catching up - since January the average has climbed from about €8,000 by roughly 28%, the strongest rise of the trio. The flip side: just 31 listings mean by far the thinnest selection, and the average mileage of 218,992 km is the highest.
What to watch for: aluminium repairs require specialists, parts supply is narrower than for its rivals, and complex technology wants documented care.
Which flagship for which buyer?
The collector
Recommendation: Mercedes W140
A clearly rising trend, top asking prices up to €45,000 and the lowest mileage: the W140 has the most solid classic status of the trio. Secure a top example with full history and you buy the substance play.
The keen driver
Recommendation: BMW E38
If you want to actually drive your flagship regularly, the E38 offers the best balance of elegance, driving pleasure and everyday usability - with a value trajectory that additionally underwrites the purchase.
The value-minded newcomer
Recommendation: Audi A8 D2
At an average of €10,272, no other model in this trio offers so much technology for the money. The rise of roughly 28% since January shows the market is discovering the D2 right now - if you want in, keep the thin supply in mind and do not hesitate when a good example appears.
Our verdict
Three roads into 90s luxury:
- Buy the W140 if you want the indestructible classic with the strongest collector status.
- Buy the E38 if you value design and driving dynamics - the flagship for those who drive themselves.
- Buy the A8 D2 if you want maximum technology at the lowest price and are betting on the latecomer effect.
With 197 listings in total in our database, the market is lively - but prices are firming for all three. If you have been eyeing a 90s flagship for a while, today’s entry prices may not be around much longer.
All price data is based on our market analysis of August 22, 2026. Detailed price information is available on our model pages: