Audi recently revised its brand identity and positioned the brand as your latest gadget. You can understand this by looking at the flat design of the Audi logo that was revealed on April, 2016. It was a sign of Audi’s future approach, a mobility solution rather than a car manufacturer. Ford is doing the same, by the way.
The new Audi Q5’s campaign also shared the new approach. The Q5’s new technologies were heavily emphasised during the digital campaign which highlighted the idea that Audi is your new gadget. To be honest, I am happy to buy an Audi as a new gadget, but the problem of understeering found with the Quattro models is an issue for me. In addition, the front-wheel drive Audi is not an option for me. I know I have very strict rules. If you buy an Audi, you buy an all-wheel drive Quattro Audi, not a front-wheel one.
Anyway, the new Q5 has lost 90kg in weight and shares the VW Groups’ MLG Evo platform, which is used by the new A4 and the new A5. Analogue displays have by digital ones. I really don’t like the digital instrument panel system, but that’s the future.
Porsche and Bugatti have created a great harmony when it comes to digital and the analogue displays. Literally, what you see inside an Audi Q7, you will find inside the new Q5.
Personally, I really liked the new Q5. I don’t think it could do any serious off-roading like a Jeep, but it is still good enough to tackle snowy conditions.
Photo Credits | Audi