Audi’s strategy with the 2019 Q3 SUV may be simple, but it’s playing the long game. Give owners a taste of that sweet four-rings goodness, get them hooked, and then turn them into lifelong Audi fans. The compact luxury crossover category represents rich pickings, too, if you can get those first impressions just right.
Not only is it the fastest growing major premium segment, but buyers picking up an entry premium SUV overwhelmingly come from non-premium vehicles. They’ve got plenty to choose from, too, with BMW, Mercedes, Lexus, and others all eyeing a new generation of drivers and hoping to make them brand-loyalists. To succeed you need a small SUV that’s not just good, but excellent.
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