Petrol and diesel may be around the GBP1 a litre mark, with more rises expected, there’s a growing anti-SUV movement, especially in London (where mayor Ken Livingston hates them), and Ford in the US says the growth trend for big SUVs is over.
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So what does Audi do? Finally enters the uber-SUV segment with the Q7, that’s what, albeit one that, this side of the pond is still showing growth, though also with signs of slowing.
Some people still like their big SUVs, though, as Audi UK is sitting on over 1,300 pre-orders and is targeting sales of roughly 5,000 units a year – 3,500 for the second half of ’06 launch phase alone.
What Audi parcels up as the ‘premium SUV’ segment accounted for 33,000 sales in 2005, up from 31,500 in 2004, 23,809 in ’03 and 15,356 a year earlier.
Audi UK marketing people describe this segment – their new upstart will rival the likes of the Mercedes M-class, BMW’s X5, Toyota’s Lexus RX line, the Volvo XC90, Volkswagen Touareg, Porsche Cayenne and Range Rover Sport – as one with a “steep life-cycle curve” and “buoyed by new entrants”.
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By GlobalDataIn other words, the well-heeled buyers – Q7 prices range from GBP37,330 to GBP48,625 with first deliveries in July – are fickle, quickly casting off last season’s newcomer for this year’s debutante, and not necessarily staying loyal to any particular brand.
UK buyers are predominantly male and private, rather than corporate purchasers, 67% opt for diesel engines and 76% like the SUV to change its own gears.
The Q7 – billed as “the magnificent seven” to the media – is the first of six vehicles Audi will be lobbing into new segments in the next three years and, initially, comes with a choice of 350PS 4.2-litre V8 (440Nm of peak torque) or 233PS (stump-pulling 500Nm) three-litre V6 turbodiesel, both hooked up to a six-speed Tiptronic autobox. A 3.6-litre petrol V6 comes later.
Audi UK has opted to fit seven seats as standard and offers up to three trim levels, depending on the engine chosen. ‘Standard’ spec (estimated at just 4% of volume) is pretty lavish to start, SE (27%) adds electrically-adjustable, heated leather seating, some style enhancements and a lighting package and 73% of buyers are expected to go for sport S-line with its huge alloy wheels, brushed aluminium trim, black headlining and leather/alcantara trim, among other items.
This being an Audi and German, there is a long options list. We liked the ‘side assist’ system which activates amber warning lights in the appropriate side mirror frame when someone else dares sneak up into the driver’s blind spot, and brightly flashes same should said driver indicate to change lanes in that direction.
The parking-challenged will also appreciate the top of three levels of assistance (#1 is standard) that includes a rear-view camera and some useful coloured lines to help with the aim.
We can’t comment in any depth on how the Q7 compares with rivals but the diesel engine is certainly the one to go for, offering more mid-range pulling power and better economy if less refinement than the petrol V8. Ride quality is surprisingly good and the massive vehicle, albeit feeling like a block of flats to drive on narrow UK country lanes, is very nimble for its size.
If you want to challenge Range Rovers, serious four-wheel drive is standard on all models and, likely of more interest to most owners, interior fit and finish is first-class.
Practicality is questionable, though. With seven seats occupied, there’s little room for luggage and the system that folds and slides the centre seat row for rear row access wasn’t intuitive to use. If Honda can get that right in a £10,000 Jazz…
Buyers of a new Q7 do, however, have a say in configuring the people/luggage quota. Five- (no cost) and six-seat packages are also on the options list.
Graeme Roberts
