First Drive: Audi Q5
Audi’s new Q5 has arrived in SA with sharper styling, a tech-heavy cabin and three powertrains, but taking on the competition takes more than a fresh face.
Audi’s third-generation Q5 has arrived in South Africa with sharper styling, more tech, and a renewed appetite for a fight worth winning. The premium SUV segment is fiercely contested territory, with the BMW X3 and Mercedes-Benz GLC already well entrenched. We drove the full Q5 range, including the Sportback and punchy SQ5, to see whether Audi has brought the goods to win.
So, just how important is the Q5 kahle kahle (actually)?
Very. Perhaps more than you might think, in fact. Let’s put things into perspective. The premium SUV market in South Africa is big bucks business. In fact, the segment in which the Q5 competes accounts for nearly 45% of premium SUV sales. That’s a rather sizeable chunk of a very lucrative pie, and one that Audi would quite like a bigger helping of. Standing in its way are two familiar German rivals: the BMW X3, which currently leads the segment, and the Mercedes-Benz GLC, which, despite being the oldest of the three, remains a strong competitor. It’s a familiar 3-way German fight, except this time Audi arrives with the newest car and, arguably, the most to prove.
The Q5 is now in its third generation, and Audi hasn’t been shy about its ambitions. Both SUV and Sportback body styles are available from launch, the latter being particularly important given the growing appetite for coupe-styled SUVs in the premium market. South Africans just love the coupe look…as much as we love sunroofs and braai meat. While the Q5 might appear a little expensive alongside its rivals, there’s a bit more to consider with this car than its price tag. Also remember, this car is the newest of the lot.
Does the new Q5 feel properly premium inside?
It’s an Audi. Of course it does. Audi has always been rather good at interiors. There’s a particular sense of quality, precision and solidity that we’ve come to expect from Ingolstadt, and this new Q5 does little to disappoint. The materials feel suitably expensive, the build quality is solid, and the overall execution is very polished. But what’s particularly impressive is how Audi has managed to introduce a considerable amount of technology without making the cabin feel overwhelming.
There’s screen real estate everywhere, of course. A large central infotainment display dominates the dashboard, supported by a digital driver’s instrument cluster and an additional screen for the passenger. Yet, for all this digital theatre, the system feels surprisingly intuitive. Modern for sure, but not too hectic to figure out quite quickly. The driver’s display, in particular, is less complex than before, making the important information easier to digest and navigate to.
And thank goodness for proper buttons on the steering wheel again. We’ve reached a rather peculiar point in the automotive story arc where we’re celebrating the return of something that worked perfectly well in the first place…but here we are anyway.
Audi has also introduced some clever features around parking assistance, lane changes and even a degree of gamification for the passenger. Some of it feels a little playful, but importantly, none of it detracts from the car’s primary purpose, and I’d guess that for many considering customers, this stuff might be quite important.
This is a cabin that feels expensive because it is well made, not simply because it has lots of screens. There’s a difference. It’s a well-executed balance. And there’s some genuinely clever stuff here. Audi calls its tri-screen arrangement the Digital Stage, combining the 11.9-inch Virtual Cockpit, the 14.5-inch central screen and a 10.9-inch passenger display. The latter isn’t simply another screen for the sake of it. Your passenger can stream content, play games and manage navigation while a clever privacy filter prevents the nosy driver from trying to weigh in.
The head-up display is configurable via the steering wheel, while adaptive cruise control, assisted lane changes (clever) and adjustable lane guidance make highway driving that much easier. There’s also the “Hey Audi” voice assistant, which can adjust everything from climate control to driving modes. Small conveniences perhaps, but collectively they make quite a difference if you’re into these sorts of tech options.
Signature Lighting still a thing?
Yes, I almost forgot. There’s Audi’s signature lighting technology. The Matrix LED headlights aren’t just about looking spectacular – while driving at night, they intelligently adapt the beam to surrounding traffic, maintaining excellent illumination where it is needed without dazzling other drivers. For the show-offs among us, add the distinctive digital light signatures and the Q5 makes quite an impression, particularly after dark. It’s the sort of clever technology Audi has made its own. And you can even choose the dance they make.
Right, but which Q5 should you actually buy?
We drove all three powertrains available at launch, and while each has its merits, one stood out rather convincingly. The 2.0-litre TFSI petrol produces 200kW and 400Nm, and for me, it’s the sweet spot of the range. There’s a lovely urgency to the engine, a willingness to get on with things that makes the Q5 feel considerably more athletic than its family SUV credentials might suggest…and it sounds gorgeous too. It sounds almost as crisp as the 270kW V6 SQ5 next door.
It’s quick, responsive and beautifully composed, and I’d say, given the current fuel price crisis, you could still ably eke out a decent consumption figure with the 2.0-litre. From behind the wheel, the chassis feels solid and planted, and there’s an underlying sense of engineering maturity that gives you confidence even on the wily mountain passes surrounding the Western Cape. It does what you ask without making a fuss about it, and I like that.
The driver assistance systems are also nicely calibrated. They’re present, they’re working, but they’re not constantly reminding you of their existence. A quick profile setup will also group all of your favourite features and layouts so that you’re always driving the Q5 within the tech parameters you actually like. That’s progress for you.
Let’s talk diesel then. The 2.0-litre TDI is also here with its 150kW and 400Nm. This car makes a different argument, and Audi must be commended for continuing to bring the diesel into the market. Diesel still makes sense locally, particularly for those covering long distances. According to Audi, customers really want it, but just take note that it’s currently only available in the Sportback variant right now. Audi plans to roll it out to the SUVs in 2027.
The diesel is an entirely competent engine, but despite Audi adding mild-hybrid assistance to this mill, there’s some noticeable turbo lag, and it doesn’t have quite the same enthusiasm as the petrol. It’s the sensible choice though. The one your accountant might recommend and on the long road, the one you’ll probably grow most fond of.
Then there’s the SQ5. With 270kW and 550Nm, it brings considerably more muscle to the party compared to the other cars in the line-up, accompanied by a suitably entertaining soundtrack. It handles quite well if the Audi Drive Select setup is right, feels properly quick and certainly feels more urgent than the outgoing car.
It still uses the EA839 engine, the 3.0-litre V6 now with a twin-scroll, variable-geometry turbo. It’s 10kW and 50Nm more handy than the outgoing car, but even better, from my experience behind the wheel, is that the car now employs the 7-speed S-tronic transmission, which just feels better in this application. 0 – 100km/h is claimed to be 4.8 seconds, with a top end limited to 250km/h. The SQ5 shows off its performance credentials, but here’s the thing that surprised me.
Having driven the 200kW petrol back-to-back with the SQ5, I’m not entirely convinced you need the SQ5. That’s not a criticism of the performance flagship, but rather just a compliment to how good the ‘regular’ TFSI is. For everyday driving, the extra 70kW feels more like a luxury than a necessity, and well, that’s what an additional R335,000 buys you. (Oh, and I recently saw a highly camouflaged RS Q5 looking car screaming around the Nürburgring…just an observation.)
There is, however, one slight frustration that runs across the range that I noted on launch. Switch the car into Sport mode, and the steering becomes unnecessarily heavy. Artificially so, of course, put on by this electro-mechanical steering which is designed to vary the steering ratio dynamically depending on your speed, steering angle and mode. In Sport only, it’s almost as though the power assistance has decided to take an afternoon nap. The result is a steering feel that’s less natural than it is in the normal driving modes, which is a pity because the Q5 is otherwise a very nicely balanced car. My solution? Well, set up an individualised profile and ensure the steering is left on comfort mode. Alternatively, just pop the transmission into Sport whilst you’re still in comfort mode and the car feels just fine.
Is Audi selling more than just a car?
This is perhaps the most interesting part of the new Q5 story and the part of the local launch that got me most intrigued. Audi knows it’s competing against two exceptionally strong products, and that’s not even considering the greater conversation around products from China.
Audi also knows that customers spending upwards of R1.3 million on a family SUV expect considerably more than a nice interior, fancy lights and a decent engine. They expect to be looked after. At the launch, Ashley Reddy, Audi’s head of Aftermarket and Sales, spoke about the brand’s renewed emphasis on customer retention and the ownership experience. This is significant. This is literally where the money is. Audi is looking at guaranteed future value programmes, improved parts availability and maintenance plan extensions that can, in certain cases, stretch as far as 300,000km.
Think about that for a moment. It’s one thing to convince someone to buy your car. It’s another thing entirely to convince them to stay with your brand when it’s time for another one or, better yet, to pull someone out of an existing competitor brand and into yours. In a premium market where customers have no shortage of excellent alternatives, the after-sales experience can be every bit as important as the product itself and, in my opinion, it’s even more important. The BMW X3 is an excellent product, no doubt, but it’s BMW’s ownership experience that is reaping the dividends.
This is where Audi appears to be putting considerable effort, and they’ve reported success with some of these incentives and changes already. A shiny new Audi Q5 starts the conversation, and then a well-oiled ownership story seals the deal.
What will the new Audi Q5 cost me?
Audi Q5 SUV
- Q5 TFSI 200 kW S line – R1 295 000
- Q5 TFSI 200 kW S line Black – R1 350 000
- SQ5 TFSI 270 kW – R1 510 000
- SQ5 TFSI 270 kW Black – R1 565 000
Audi Q5 Sportback
- Q5 TDI 150 kW S line R1 275 000
- Q5 TDI 150 kW S line Black R1 330 000
- Q5 TFSI 200 kW S line R1 365 000
- Q5 TFSI 200 kW S line Black R1 420 000
- SQ5 TFSI 270 kW R1 580 000
- SQ5 TFSI 270 kW Black R1 635 000
All models include Audi’s 5-year/100 000 km Freeway Plan, with options to extend maintenance coverage. The standard warranty is one year with unlimited kilometres, with extensions available.
So, has Audi done enough?
Only time will tell, but I think it has done what it needs to. The Q5 doesn’t necessarily arrive and rewrite the rules of the premium SUV, but what it does is deliver a thoroughly convincing package that feels every bit as premium as the badge suggests. It’s beautifully built, packed with technology that actually works, and offers a level of driving refinement that makes it an easy car to live with and an easy car to consider. If Audi can deliver on its promises around aftersales service and long-term ownership, it might just have enough of a compelling reason for customers to reconsider their loyalties. The gloves are off – and I can’t wait to report on the results of the fight.
