Acutally, it's what the world wants, says Audi worldwide product planning manager Frank Herrman, here in dusty, smoggy Beijing for the global reveal of the all-new Q5 soft-roader. "Consumers still want SUVs," he says. "The segment is growing very fast, and all over the world. We think it's the segment that has the biggest potential growth."
That's quite something coming from a company that has a range of cool, nice to drive wagons that are doing great business in Europe. But Herrmann insists the SUV is still the auto industry's hot ticket, despite the growing concerns over global warming and tough new fuel consumption standards that are just around the corner.
Why? He says customers like the high seating position, the all-wheel-drive capability, and the multifunctional seating and load package. Uh, yeah. But can't you get most of that in a tall-ish wagon? With better gas mileage?
"The difference between the wagon and an SUV in terms of fuel consumption is not so big," says Herrmann. "And we are working on things to bring the consumption down." More critically, says Herrmann, it seems an SUV can be many things, from a sport coupe (BMW X6) to a retro off-roader (Toyota FJ Cruiser) as long as it has that high seating position, all-wheel drive, and multifunction interior. But a wagon is a just a wagon.
While the U.S. is initially getting only one powertrain spec when the Q5 arrives early next year -- the 3.2-liter V-6 with a six-speed auto -- its A4/A5-derived architecture means it offers some interesting alternatives. Yes, the 4.2-liter V-8 from the S5 fits under the hood, says Herrmann. But the Q5 also will be sold in Europe with Audi's four-cylinder turbodiesel hooked up to the new seven-speed DSG transmission.
So will we see more SUVs from Audi? A Q3, for example, that's smaller and even more fuel efficient? Herrmann says there are no plans. But he admits the company has been studying the idea. "There's a trend toward smaller cars and smaller engines," he says, implying a smaller SUV is therefore a logical extension.
After all, it's what the people seem to want.