Audi Eyeing BMW's Share of the Crossover Segment
Not too long ago, Audi released a commercial for its Q5 SUV entitled, “Be Yourself.” In the ad, Audi paints a picture of your typical American upper-middle class neighborhood—everyone’s shopping at the same store, everyone’s doing the same exercise, everyone’s wearing the same outfit, everyone’s walking the same dog, and you guessed it—everyone’s driving the same car. Before displaying the famous words of author Oscar Wilde, “Be yourself. Everyone else is already taken,” the commercial ends with a freckle-faced boy, who after being dropped off at school, turns around and appreciates the fact that unlike all the other moms who are driving Lexus RX crossovers, his mom is driving an Audi Q5.
Though Audi’s sights are still firmly set on stealing as big of a piece of the crossover segment as possible, yesterday Bloomberg reported that the automaker is turning its attention away from Lexus and toward fellow German automaker BMW. According to Bloomberg, though the plans have not been confirmed by Audi itself, the Volkswagen-owned marque is apparently planning on doubling its current SUV lineup by 2020 in order to better compete with BMW.
Currently, Audi only markets three SUVs in the United States—the allroad, the Q5 and the Q7. However, as was announced by Bloomberg, a Q2, a Q4 and a Q6 are in the works, as are performance “S” versions of their existing SUVs. In comparison, BMW currently sells four SUVs—the X1, X3, X5 and X6—and is also developing a fifth—the X4. Likewise, Mercedes-Benz, which is also chasing luxury segment leader BMW, has four SUV offerings—the GLK-Class, M-Class, GL-Class, and G-Class. In the coming weeks, keep an eye out for the S version of Audi’s Q3, which is scheduled to debut at the Geneva Auto Show.