New Audi Q7 to bloody X5's nose

There are two heavy hitters in the Australia large luxury SUV market – three if you include the Range Rover Sport – and none of them have the four-ringed Audi badge on the front.

The BMW X5 was the league leader for sales in 2014 with 4130 units sold, followed in second place by the Mercedes-Benz M-Class with 3142. The Audi Q7 languished back in seventh place, behind the likes of the Volkswagen Touareg and Lexus RX, with just 1355 sales.

But come September things will change promises Audi, when the all-new second-generation Q7 arrives in Australia.

Proffering a brand-new design inside and out, in and under, the brand-spanking new Q7 seven-seat SUV rides on an updated (MLB) platform and will be more than 300kg lighter.

It will boast more technology than the Pentagon and could even be offered with a plug-in hybrid and Audi Australia says it'll rival the top two players from BMW and Mercedes when people see it, touch it and drive it.

"It will be every bit a competitor [for the BMW X5 and Mercedes M-Class]," stated Anna Burgdorf, Audi Australia's GM of corporate communications, who didn't blink when the Q7's current sales status was questioned.

"The new Q7 will vie for the top position in that end of the market and we've certainly got high expectations for the car in terms of sales," she said.

Burgdorf argued that the current Q7 "still sells really well for where it is in its lifecycle" but said the new Q7, first revealed at the 2015 Detroit motor show, will be a game changer.

"It's effectively lost 300kg, it's a lot more efficient and I think without question the new Q7 is an incredibly important car for us. In terms of a step change, yes, it's a completely new generation of vehicle."

The sales strategy Audi must employ to push its Q7 back up the sales charts will need to involve price adjustments. Currently the most affordable Q7 is $91,500, whereas its arch-rivals are significantly cheaper with the arrival of four-cylinder diesel variants. The BMW X5 and Benz M-Class start at $84,200 and $83,900 respectively.

Burgdorf wouldn't be drawn on potential price cuts and considering the Q7 is unlikely to be offered with a four-cylinder engine from launch, only V6 engines, pricing could be a sticking point.

"We'll position the vehicle where it needs to be, to really resonate with Q7 customers. It'll be good value, as we believe all of our cars are," she observed.

Audi Australia is practically certain to bring the plug-in hybrid, or e-tron, variant into Australia, but Burgdorf said it's an unlikely starter in 2015 along with the petrol and diesel V6 models.

"We'll certainly consider getting the e-tron version. Not in the initial run but if there's a market, an appetite for it, that car will come here."

What's coming from Audi
May 2015
Audi A1 – Facelift for Audi's smallest hatch
Audi Q3 – Facelift for pint-size luxury SUV
Audi A4 Allroad – A4 wagon-based crossover upgraded
Audi A6 Allroad – Fresh styling and equipment for large Audi crossover

June 2015
Audi A3 e-tron – A3 Sportback plug-in hybrid claims remarkable 1.5L/100km
Audi A7/S7 – Midlife makeover for Audi's largest Sportback
Audi RS 6/RS 7 – Midlife makeover for range-topping A6 and A7

July 2015
Audi TT Roadster – MkIII version of iconic German drop-top arrives
Audi TTS Coupe and Roadster – S version of both new TT body styles arrive

September 2015
Audi Q7 — German luxury giant to reprise its original seven-seat SUV in 2015

October 2015
Audi RS 3 – Australia's first RS-badged A3 promises plenty
Audi R8 – Second-generation Audi supercar due on sale globally this year

2016
Audi A4 – Next-generation A4 is first Audi to use new generation MLB platform
Audi A5 – Redesigned mid-size Sportback, coupe and cabrio model due
Audi A6 e-tron – Large German sedan will be next Audi to plug in
Audi A8 – Redesigned Audi limousine to come with hybrid option
Audi A9 – 'Coupe' version of new A8 will be German brand's new flagship
Audi Q1 – Smallest Audi SUV is to be based on universal MQB platform
Audi Q4 – Q3-based BMW X4 rival to fill another SUV niche for Audi
Audi Q5 – Redesign time for top-selling Audi SUV
Audi Q6 – Q5-based crossover to square off with BMW X6
Audi Q7 e-tron – First diesel hybrid to bring plug-in capability to biggest Audi SUV