A recent study has revealed that the Audi Q5 is leading its competitors when it comes to the important measure of nameplate appreciation and purchase consideration in the “premium mid-sized SUV segment” in the United States.
According to an Audi news release, the Q5 led all of its competitors in both “good opinion” and “would consider” buying the vehicle in a study performed by brand-consulting firm GfK. Audi states that the Q5 led the BMW X3, Lexus RX, and Mercedes M-Class in each measure when GfK surveyed American luxury buyers who were in the market for a vehicle in the segment in October through December 2013. GfK conducts its survey twice a year.
“This is a great indicator about the current competitiveness of the Q5 in its market, and how it stands out – as well as a good sign for the future,” said Eric Sharp, Marketing Insights & Strategy Manager for Audi of America. “This study is also meant to gauge future demand, so the future looks bright for the Q5.”
Having launched in the U.S. market in early 2009, Audi has been touting the Q5 as an alternative to to more “traditional offerings” in the segment. In 2013, the nameplate posted 40,355 sales in the United States — an increase of 41 percent from 2012.
“In the last few years, we haven’t had the Q5 at the center of a lot of marketing communications,” Sharp said. “But the GfK results show that people have been discovering it and concluding that it’s just a fantastic vehicle.”
The Motrolix Take
This is great news for Audi — and most likely means that the Q5 has significantly more sales potential in the U.S. than is currently being realized. But let’s remember that the Q5 is based on the A4, and is thus a compact crossover.
Hence, it most directly competes with other compact CUVs such as the BMW X3, Acura RDX, Mercedes-Benz GLK-Class (not the midsize M-Class), and the Infiniti EX, among others. From a size perspective, the Lexus RX is a midsize crossover, but its priced at the same level as a compact — which is the only reason it’s considered to be in the same segment with other compact CUVs.
How a professional consulting firm could have gotten its vehicle classes mixed up (clearly, the Q5 is a compact vehicle) is an entirely different topic, which shouldn’t take away from the fact that people really like and want the Q5.