By Michael Curwood | The Truth About Cars
Audi is pitching its late-to-the-party Q5 against Lexus’ recently refreshed RX350. Audi’s ad men would have you believe that the Q5 buyer is making a forceful statement of individuality and taste—in contrast to the RX buyer’s safe, boring, follow-the-herd mentality. It’s a strange play during these times of economic certainty, but understandable. The Q5 is preaching to the choir. The majority of the Q5’s buyers will come from within the brand’s established audience, who consider Audi’s products the automotive equivalent of an Armani suit. Which makes the Q5 yet another fine young cannibal, preying on whatever sales the Q7 may have generated and stealing business from the gotta-have-an-A4-on-stilts crowd. Hang on. Whose product line is this anyway?
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