Audi Targets The Lexus RX With Latest Series Of Q5 Ads, Have They Found THE Weak Spot?

Audi Targets The Lexus RX With Latest Series Of Q5 Ads, Have They Found THE Weak Spot?
Investing when the market is down and profiting during the recovery is considered a cardinal rule in investments. 

After all everyone else is panicking and cutting back, so you can pick up blue chip stocks at bargain basement prices and ride the wave of the recovery to a new fortune.  Legendary investors like Warren Buffet do this day in a day out and make millions by capitalizing on a downturn.

Keeping that in mind, Audi apears to be capitalizing on Lexus lately with their most recent Q5 ads.  Striking when they are down?

No question that Lexus is indeed hurting and has like many others cut advertising budgets. At the same time Audi advertising has ramped up with an unprecedented vengeance. So if it seems like you are seeing a lot of Audi ads lately then you aren't the only one.  Public awareness yields market share, and Audi last month alone gained over 1.5 percentage points in the luxury market.  Amazing results from such a minor player in this market to say the least. 

Will they over take Lexus any time soon?  Ha of course not!  But they are gaining critical market share and momentum when Lexus is down on one knee. Just as Lexus did in the 90's to BMW and Mercedes Benz. So does this seem to be money well spent? After all you don't become rich like Warren Buffet over night, but it is a start.

So take a look at the ads below and tell me is Audi on the right track with picking on what may be Lexus biggest Achilles heel, the commonality of the RX.








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THESCOOTERTHESCOOTER - 4/14/2009 11:45:16 AM
+12 Boost
Audi continues its assault on the 'Americanized Luxury Establishment'. I love this stuff and I think it is provocative enough for people to think about Audi in a different way. I don;t think Lexus people care about this stuff since they have bought into the cozy luxury that the brand provides. The reality is that Lexus has become the American luxury hallmark brand for better or worse depending on your outlook. Audi is simply saying they are NOT Lexus and are different so take notice. Very well thought out and executed creative. I must say Venebles has provided strong creative for Audi and taken the new direction effectively -- this all started w/ the A4 powerslide parking ad -- Kudos to them.


CarboyCarboy - 4/14/2009 7:51:19 PM
+3 Boost
That's one of my favorite ads. "The car for people who can park themselves."


2ndbimmer2ndbimmer - 4/14/2009 12:08:24 PM
+9 Boost
I would much rather see more Q5's on the road than a RX. I dont know why people even bother with the RX. It is the most boring vehicle I have ever driven.


Agent009Agent009 - 4/14/2009 12:38:37 PM
+10 Boost
I really fail to the the appeal to the RX.

Don't get me wrong it is a beautiful vehicle. But when I look at the top end Toyota's I see they equally nice and can be almost identically equipped for many thousands less.

It just makes me stop and think do I want to buy this SUV knowing that? Now styling does indeed factor in, but then there is also the simple fact there are so many of them out there, and personally it irks me to pull behind the exact same car I am driving.

I prefer cars that are more unique than that.




WorldofLuxuryWorldofLuxury - 4/14/2009 1:38:05 PM
+5 Boost
I think the intentions of the Lexus HS 250h would explain the RX's appeal - the appeal of the BMW 3-series itself is also a great example.

There are many people out there who would like to ride around in a vehicle manufactured by a luxury nameplate, and many are also attracted to Lexus' reputation for quality vehicles.
Additionally, most of the RX owners are females, and when was the last time you guys expected to go up to a female on the side of the road who new the fundamentals of a vehicle breakdown? It's not just Lexus' reputation but also the fact that there are already so many on the road - at least someone should be able to take care of any glitches.


KZ258KZ258 - 4/15/2009 5:49:30 PM
+3 Boost
didnt ooj's wife make him buy herself an RX a while ago?


ForeignerForeigner - 4/14/2009 12:22:13 PM
+11 Boost
David, get a life, or at least a job. If you have nothing better to do than hawk these forums to put in Lexus comments, then maybe it's time to find something do to. And no, researching Lexus vehicles doesn't count.


blueshirts0819blueshirts0819 - 4/14/2009 12:22:36 PM
-9 Boost
There is really two different market. The LEXUS crowd (RX, ES, and IS) are really buying vehicles that are for long term value while BMW, Audi, and BMW are mostly leaser looking to keep up with the jones. Who in the right mind would buy a German car after the warranty runs out on you and get stuck with these repair bills.




_43LE_43LE - 4/14/2009 12:25:32 PM
+3 Boost
In case you haven't noticed, david969 is not really Lexus Fan, he only tries to make them look stupid by posting ridiculously outrageous comments.


Agent009Agent009 - 4/14/2009 12:59:01 PM
+6 Boost
Styling is one thing, but the reliability factor is a worn out myth. Just look at any survey and you see that there are big numbers representing tiny differences.



enthusiastx11enthusiastx11 - 4/14/2009 12:32:03 PM
+7 Boost
the Q5 is really a good looking small SUV. and if it drives as well as most audis, i'm sure it will sell well. meanwhile...

these commercials are hysterical! the RX is totally cook-cutter...standardized option packages, same wheels and they all seem to be silver. lol


Agent009Agent009 - 4/14/2009 3:20:58 PM
+2 Boost
And BMW and Mercedes Owned the Market for a time too. BTW remember BMW is ahead of Lexus for the year in sales. So I would really say Lexus owns the market right now.


JustaCarJustaCar - 4/14/2009 1:02:20 PM
+7 Boost
I find the ads entertaining but I don't think the Q5 is a direct competitor to the RX. It should be compared to the X3 and GLK. The RX is soft and cushy with overwrought styling. The Q5 is quintessential Audi. Sporty and understated.
And to answer Agent009's questions " will Audi overtake Lexus anytime soon?". I hope not. Lexus is a luxury brand for the masses (pseudo luxury in my opinion). Audi has always been a niche player and hopefully will remain that way.


1evlaudi1evlaudi - 4/14/2009 1:10:52 PM
+6 Boost
This is such a repost. Agent 009, don't you have anything else to talk about?


LexusKindaGuy12LexusKindaGuy12 - 4/14/2009 1:19:20 PM
-5 Boost
all Audi has done is show all potential buyers (non car and car guys alike) that the RX rules the segment. They are also shooting a commercial with the old second gen RX which doesnt do much seeing as how when potential buyers go to the dealer, they will see a 3rd gen which is so far not commonly seen on the street


AudiphileAudiphile - 4/14/2009 1:26:08 PM
+5 Boost
Agent009,

Clever ads, but I have seen them before. I believe they were posted about a month ago.


CaraficionadoCaraficionado - 4/14/2009 1:30:52 PM
+2 Boost
The ads say it all: Audi is admitting that the two cars compare; that it's just a matter of common (lots of RXs) vs. uncommon (fewer Q5s). Lexus must be really happy to be positioned already where Audi got after so many years. Mind you: I like both brands -And yes, it is possible to like those two cars.


Agent009Agent009 - 4/14/2009 3:22:00 PM
-1 Boost
Lexus is in a great position when the competition admits there are simply too many of them


VISOVISO - 4/14/2009 3:58:08 PM
+1 Boost
I love these posts. Yet Audi dominates lexus globally like 4 to 1 at least!


AutomotiveEngineerAutomotiveEngineer - 4/14/2009 8:08:08 PM
+1 Boost
VISO:

> I love these posts. Yet Audi dominates lexus globally like 4 to 1 at least!

2007 Audi global sales: 964,151
2007 Lexus global sales: 518,000

964,151/518,000 ~= 1,86 << 4

Lexus needs to add a rebadged Toyota Corolla to their portfolio. Audi did just than many years ago with Volkswagen Golf, starting to sell it as Audi A3 and scoring 200,000 units annually in Europe itself. Looks like a very successful strategy and proves how much Audi buyers care about what sticker has been put on their vehicle.

Source:
http://en.wikipedia.org/wiki/Lexus#Global_development
http://en.wikipedia.org/wiki/Audi#The_modern_era_of_Audi


0to600to60 - 4/15/2009 10:41:25 AM
-1 Boost
And X3 and RDX. Maybe this is just a hideous category. But I do like the Audi.


JUGNUJUGNU - 4/14/2009 1:42:51 PM
-4 Boost
Wow Audi is making/showing too many adds why not check this out how great Q5 is.

http://www.youtube.com/watch?v=mkQ5yBnS4SU&feature=related

Audi first work on your lacklustre SUVs and then do all this nonsense. Q7 is forgotten and seeing above video shows Q5 at best is only 3rd or 4th best in it's class. Nothing to be too proud of and making fun of competitors.

JUGNU


1evlaudi1evlaudi - 4/14/2009 2:05:25 PM
+3 Boost
This just shows that the driver was scared and carried no momentum. as you can see that on the approach he is stopped. How come the quattro would not work with one wheel in the air on the approach but then works with one wheel in the air on the exit.
This video proves nothing at all but poor driving skills.


LACMANLACMAN - 4/14/2009 2:25:57 PM
+5 Boost
Okay, honestly guys. I wouldnt buy an RX but its a decent looking crossover. For some reason its most recent design is growing on me. It must be doing something right because they are all over Chicago.

I would much rather spend my hard earned $$$ on a Q5 or GLK. They are much more robust in appearance. Is the Q5 offered in two-wheel drive? If so, which wheels power the vehicle in that form?


LACMANLACMAN - 4/14/2009 2:47:57 PM
+2 Boost
Thanks Fitz. What about the GLK?


1evlaudi1evlaudi - 4/14/2009 2:27:32 PM
+5 Boost
And then I could show you this;
http://www.youtube.com/watch?v=hq_7bCCZPZY
or this;
http://www.youtube.com/watch?v=MOvTSM0IC7s

or this;
http://www.youtube.com/watch?v=C0qb_Ng5tVw

And so what?


LexSucksLexSucks - 4/14/2009 3:12:39 PM
-7 Boost
I'm willing to bet the farm that the new Q5 has the same old tired 265hp V6 that Audi has been putting into their cars since the mid 2000's. Audi needs to step up engine development bad. but once an Audi is able to perform Audi will price the car into the stratosphere.

No Thanks! When I'm ready to overpay for a vehicle I'll consider an Audi.


blueshirts0819blueshirts0819 - 4/14/2009 3:30:03 PM
-2 Boost
HAHAHA, you are really overpaying a VW ohhh, I mean Audi. What's the difference? Audi put in a the same engine in A4 and VW GLI GTI.

Slapping a new badge on and some nice interior, BAM, you got Audi. 2.0 turbo junk.


JustaCarJustaCar - 4/14/2009 9:11:18 PM
+2 Boost
There is no rebadging going on between VW and Audi. They may share some of their components and engines, which by the way have received several awards, but they do not sell the same car under the VW and Audi brand. And for your knowledge, Audi is a company not a brand like Lexus. Rebadging is when Toyota sells a car in the US called the Lexus LS while in the rest of the world it sells the same car as the Toyota Lexus. Or the Lexus SC in the US was called the Toyota Soarer elsewhere. Or the Lexus RX was sold as the Toyota Harrier. Get the picture? The fact that the Lexus RX sells more does not mean that it is better. It just means that it's more common.



JUGNUJUGNU - 4/14/2009 4:22:37 PM
-2 Boost
Q5 has done so poorly in that test and the excuses of blind Audi fans:

FitzLa:

1) Other 3 are not in same class.
Agree they are either in same class (XC60) or class lower (Peugeot and Ford). Audi should do at least as well if not better.

2) Anyway Q5 is selling way better.
One very blind fan.

3) Q5 looks better than RX.
Now what that has to do with Q5 doing so poorly in the test.

1evlaudi

1) Driver lack skills.
(Most Probably) They r not ordinary drivers but trained and hired drivers which normally do these type of presentations.

2) Audi did badly so what I could show u other videos.
But u r supposed to explain why Audi faired so badly where even the lower class Peugeot and Ford performed the task so well.

expecting more pathetic reasons.

The truth is Q5 is just what RX is. A crossover which is not built to go offroad and will be used mainly from house to work, trips to markets and schools...etc. Most people would choose one over other mainly because of price aspects, design, features, safety...etc.

Audi is entering a segment which Lexus invented with RX and dominating and now Audi doing same after years and making fun of them. Do something different and better and then make fun.

JUGNU



DenaliDenali - 4/14/2009 5:54:09 PM
+2 Boost
LMAO @ all those BENCHMARKS...FACT

i like it, at lease they know whose getting money


david999david999 - 4/14/2009 6:10:50 PM
-3 Boost

Test drove a Q5 last month. Q5 competes more with Merc GLK and BMW x3. The Lexus feels much bigger inside. Sales are not even close to the RX.


david999david999 - 4/14/2009 8:48:12 PM
-3 Boost

Q5 feels much more cramped than an RX. Does the X3 compete with the RX? No. But Audi themselves tell you Q5 competes with the X3 and GLK.


david999david999 - 4/15/2009 3:22:26 PM
+1 Boost

RX: 5,012
GLK-Class: 2,598
MKX: 2,372
MDX: 2,221
X5: 2,001
M-Class: 1,675
FX: 1,239
Q5: 1,094
RDX: 836
X3: 453



skinnyskinny - 4/14/2009 7:12:36 PM
+2 Boost
So, what happens when & if the Audi Q5 becomes as common as the Lexus RX????

Personally I see these ads as more a tribute to the Lexus RX. Audi acknowledges with these Q5 ads that the RX is the segment leader and Audi want's to be with the Q5 where the RX is.


david999david999 - 4/14/2009 8:51:20 PM
-1 Boost

Most comparison tests have the Q5 against the X3 and GLK,
and the RX against the ML and X5. There are numerus postings here on Autospies linking to the articles.


david999david999 - 4/14/2009 10:25:44 PM
0 Boost

I had an X5. Inside it feels about the same as the new RX, in fact the rear seats seem bigger in the RX. The comparison tests I am refering to were all within the the time frame that the Q5 and GLK were introduced.


wooodwoood - 4/14/2009 11:26:16 PM
0 Boost
Going back to the topic, the A5 is banking on its being a low volume seller to sell itself. Brilliant!


wooodwoood - 4/15/2009 12:55:44 AM
0 Boost
CORRECTION Q5 not A5.


hyundaifansdotcomhyundaifansdotcom - 4/15/2009 5:42:35 PM
+1 Boost
Those Q5s do look nice though. I was behind one today for quite a while. Good looking vehicle. Hopefully the ad does not work too well and then a few years from now its the Q5 that everyone of them high school kids is waiting to get into!


1evlaudi1evlaudi - 4/15/2009 11:06:20 PM
+3 Boost
prove it troll, because I know I never said that Audi's car are their own, unless I was talking about the B, C and D segments, oh wait, you probably don't know hat that means. Well too bad, you are going to have to figure it out.
Yes, the A3 is based on the VW Golf platform, which by the way is a great platform. What I probably said is that you can not find an Audi sharing body panels or glass with a VW, to the contrary of Toyota, Nissan and Acura. Got it tis time or I have to explain again. "tard.
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