Productinfo For internal use only Q5 Q5, Q5 hybrid quattro 1 Conqueror. 2 Contents. Highlights. Handling qualities. 04 30 An even more enjoyable driving experience. Market and customers. Equipment. 05 Out to conquer. 33 Progressive technology, individual flair. Design. Competitor comparison. 08 Striking looks, sharper profile. 40 Attractive segment. 3 Interior. Appendix. Sophisticated and versatile. Facts and figures. 14 43 Driver assistance systems. Top sales arguments. Comfort and safety. At a glance. 20 53 Efficiency and engines. More power, less fuel. 24 Details of fuel consumption and CO2 emissions can be found starting on page 44. Highlights. Design. • The exterior’s crisper, more precise lines lend emphasis to the distinctive, high-class looks of the Audi Q5 (page 9). • Restyled headlight layout (in conjunction with xenon plus) including new LED light strip along the front and rear light clusters (page 10). • New Audi Singleframe with chamfered top corners, vertical chrome bars and sculptured Audi rings as a visual highlight (page 10). Driver assistance systems. • The intelligent cruise and proximity control system adaptive cruise control includes a full brake application at speeds below 30 km/h (page 21). • Audi active lane assist helps the driver to stay in lane with gentle steering impulses (page 22). 4 • The Audi Q5 offers an array of highly developed and progressive driver assistance systems (page 23). Efficiency and engines. • Broad spectrum of drive technologies, ranging from TDI® to TFSI® to full hybrid (pages 25 – 27). • Numerous technologies for enhancing efficiency and driving comfort, such as intelligent thermal management and electromechanical power steering (pages 25 – 29). • Start-stop system as standard for all engines (page 25). • Audi drive select enables the vehicle characteristics to be adapted individually and supports economical driving with its efficiency mode (page 32). Details of fuel consumption and CO2 emissions can be found starting on page 44. Standard equipment and optional extras may vary from country to country. Market and customers. Out to conquer. The Audi Q5 is a true model for success. In 2011, European ensure that the Audi Q5 continues this success story. The migration. The conditions for achieving this are favourable, sales of the Audi Q5 exceeded those of the BMW X3 and aims are to further expand the customer base with new as the Audi Q5 appeals to a high-income customer group. Mercedes-Benz GLK. The product improvement is set to conquests, hold on to loyal customers and prevent customer 5 Market development. The Audi Q5 is a model for success: it is the best-selling SUV combined sales volume of Audi, BMW and Mercedes-Benz in this for doing so are good, with positive growth forecast for the world- in its class in all regions worldwide. What is particularly im- segment in 2011*. The aim of the product improvement is to wide premium B segment, particularly in the SUV sector. pressive is that the Audi Q5 accounted for over 44 % of the further consolidate the position of the Audi Q5. The conditions 6 Strategic target group. Reasons for buying Audi Q5.** The average Audi Q5 customer • is aged 51 Prospects decide to buy an Audi Q5 primarily because of its • male design. Factors such as reliability and the brand’s prestige • married only play a secondary role. • well-educated • has a high net household income • is interested in technology, art and culture Design 43 % Reliability 20 % Brand prestige 17 % Brand loyalty 14 % Drive type 13 % Design Reliability prestige Brand loyalty Brand Drive type * Source: NewReg 2011. ** Multiple responses possible. Details of fuel consumption and CO2 emissions can be found starting on page 44. Previous ownership structure. Customer profile. The Audi Q5 captures by far the most customers when measured Compared to its two main rivals, the Audi Q5 boasts an attractive are prepared to pay a higher average price for their car. The aver- against the competition. 28.3 % of Audi Q5 buyers previously customer profile. Its buyers are 51.4 years old on average, making age figure of € 47,428 in 2010 was € 6,188 more than the mean bought a BMW (15.4 %) or a Mercedes-Benz (12.9 %). By way of them younger than the customers for the equivalent models from transaction value for a BMW X3 and € 987 higher than that of the comparison: just 8.9 % of BMW X3 buyers are conquests from its BMW (52.7 years) and Mercedes-Benz (56.3 years). With an aver- Mercedes-Benz GLK. There is therefore every good reason for the competitors, while the Mercedes-Benz GLK has a conquest rate age of € 6,600, Audi Q5 customers furthermore have a higher net sales success of the Audi Q5 to continue. of 17.7 %. Over a third of customers who buy a new Audi Q5 stay household income than buyers of the competitor models from loyal to the brand with the four rings. BMW (€ 5,700) and Mercedes-Benz (€ 6,100). What’s more, they Target group for Audi Q5 hybrid quattro: LOHAS. LOHAS is the term used to refer to people who follow “Lifestyles • Sustainability-focused consumer group with around 40 million • Also want to communicate their attitude to others through of Health and Sustainability”. Their aim is to combine deliberate, consumers in the USA and 49 million in Europe targeted consumption often high-quality consumption with an eco-conscious way of • LOHAS are fascinated by the latest technology, but are eco- • Choose ethical, fair and biologically manufactured products living. This target group with plenty of buying power is of parti- conscious and climate-conscious at the same time • “Clean conscience with no sacrifices” lifestyle cular importance for the Audi Q5 hybrid quattro. • Often have a high income • Cross-media usage patterns: internet savvy and make above- average use of print media 7 Design. 8 Details of fuel consumption and CO2 emissions can be found starting on page 44. Striking looks, sharper profile. For the majority of customers, the design of the Audi Q5 is the key The Audi design team succeeded in its mission. Crisper, more pre- Audi Q5 a more distinctive and extrovert appearance than reason for buying it. As well being a clear vote of confidence from cise lines mould the exterior, while the uniform LED light strip and before. At the same time, they serve to refine the profile its buyers, this defined a clear task for product improvement: hone Audi Singleframe with chamfered top corners point to the Audi’s of the performance SUV, which is as unmistakable as ever. the design while preserving the Audi Q5’s great sense of individuality. progressiveness and sophistication. These all add up to give the 9 10 Audi Singleframe. Headlights. Bonnet. Bumpers. The Audi Singleframe has been given chamfered The optional xenon plus headlights have been The bonnet has a kinked design with more The trapezoidal design of the front bumper gives top corners and sculptured Audi rings. The verti- completely restyled. The new homogenous strip powerfully contoured lines. These run towards it an even more robust appearance. It incorporates cal bars are made of chrome while the horizontal of LED daytime running lights cuts a precise line the shoulder line in an elegant, concave curve. the air intakes, which can be noted for their new ones have a high-gloss black finish. that emphasises the exterior’s profile. grille pattern with bridge pieces in high-gloss black. 11 Wheels. Rear lights. Tailpipes. Diffuser. Three new wheel rim designs in 18-inch, 19-inch The layout of the LED rear lights has been revised. The tailpipes feature a flat-bottomed section The diffuser’s more prominent design brings and 20-inch formats add to the wide scope of The new LED light strip gives the lights a more with chrome trim. 2.0 TDI models have a single- the sporty genes of the Audi Q5 to the fore. customisation options. graphic effect and a reduced appearance. branch exhaust system with one tailpipe on the left, while all other engine versions come with a dual-branch system including one tailpipe on the left and one on the right. Details of fuel consumption and CO2 emissions can be found starting on page 44. Design highlights of the Audi Q5 hybrid quattro. Cast aluminium wheels. Hybrid badging. Full paint finish with The new optional 20-inch cast aluminium wheels in 10-arm Discreet hybrid badging on the tailgate, engine cover and chrome strip. “Turbine” design (hybrid design), anthracite, partly polished wings makes the Audi Q5 hybrid quattro instantly identifiable The bottom sections of the front and rear bumpers on the Audi Q5 are only fitted in this variant on the Audi Q5 hybrid quattro. as a hybrid vehicle. hybrid quattro as well as the door trim strips are painted in the body colour, with aluminium-look trim strips along the sides. 12 Details of fuel consumption and CO2 emissions can be found starting on page 44. Exterior differentiating features. All customers have a wide array of options for tailoring the exterior rear bumpers as well as the door trim strips come as standard in Monsoon Grey, metallic; and Maya Brown, metallic) or in Platinum of their Audi Q5 to their personal preferences. There are no fewer an unpainted black finish. If the full paint finish is selected, they Grey, matt (for all other exterior colours). The vehicle can be further than 15 different exterior colours to choose from, including four are painted to match the body. This option also includes aluminium- customised with e.g. the Audi exclusive offroad styling package new ones. The new paint finish Maya Brown, metallic is available look side trim strips.