Audi Q5 tops consideration list in luxury survey

February 24, 2014 by Audi

The Audi Q5 has risen to the top of an important measure of nameplate appreciation and purchase consideration among competitors in the premium mid-sized SUV segment of the U.S. market.

For the first time, Audi Q5 led all its competitors in both 'good opinion' and 'would consider' buying the vehicle in a consumer study by GfK, the brand-consulting firm. Audi Q5 led the BMW X3, Lexus RX and Mercedes M-Class in each measure when GfK surveyed American luxury consumers who were in the market for a vehicle in the segment in October through December of 2013. GfK conducts the 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.'

Audi Q5 was introduced to the U.S. market in early 2009, and Audi of America began to advertise it heavily as an upstart alternative to traditional offerings in the segment. American premium buyers' interest in mid-sized SUVs began to rise strongly at about that time. Last year the Audi Q5 posted record sales for the nameplate of 40,355 units, up 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.'