The new Audi Q8 will give the Range Rover Sport its sternest challenge yet as the battle for sales of style-led premium SUVs hits new levels of intensity amid unprecedented — and still growing — global demand.
Priced from an estimated £65,000 and powered by a choice of 3.0-litre petrol and diesel engines, the Q8 is also set to go head to head with German premium rivals including the BMW X6 and Mercedes-Benz GLE Coupé.
Last year Mercedes was the world’s largest seller of premium SUVs, closely followed by Audi and BMW. Land Rover was a distant fourth with sales volumes around two-thirds the size of those of its rivals.
Although the Range Rover Sport is regarded as the most iconic design in the segment by UK buyers, with this new Q8 Audi has followed the trend for more extravagant styling established by the X6.
Sascha Heyde, exterior designer for the Q8, told Autocar that the team working on the car were commissioned with a brief to ensure the firm’s new flagship SUV is immediately recognisable on the road and acts as a ‘halo’ for the brand’s other models.