Although the project is still in its infancy, it aims to plug the gap between the A4 Avant and the Q5/Q6 crossovers. The main driving force behind it is market research which points out that there is growing demand for a premium MPV – but only as long as it does not look like a tall, boxy pseudo-commercial vehicle.
Young families would thus only form a small portion of the target audience. Instead, the new Audi intends to attract DINKS, Woopies (well-off older people), golden agers and active leisured–oriented folks. Common to all these groups is the desire to sit high up for a better surround view, to occasionally accommodate a couple of friends, and to load sports equipment, holiday luggage or a few crates of wine purchased en route.