Audi Q2 revels in defying categorization

The tenets of conventional marketing wisdom might (quite understandably) abhor uncertainty and ambiguity. Leave too much to your public’s imagination and that jazzy new concept you hatched and refined over many small hours would inevitably be for naught – whizzing over your target clients’ heads.

But Audi, the historic Ingolstadt-headquartered automaker with the four rings, is very much comfortable with its tasty new Q2 being a, well, a category smasher that avoids classification. In fact, it delights in an image that nixes the traditional pigeonholing, and embraces the flexibility that stretches the familiar crossover concept into heretofore unrealized ideas.

Launched last week at the brand’s Greenhills showroom, the smallest of the Q family (perhaps that’s only lead one will ever get as to the nature of the vehicle) was introduced to the local media by Audi Philippines head Benedicto Coyiuto. “We have always looked at the needs and wants of our consumers, and [this car] represents the ethos of the new generation — versatile, dynamic, and sleek. But of course, this modern interpretation of a car is backed by over a century of innovation and progress known as our Vorsprung Durch Technik (Innovation Through Technology),” he said.

Dubbed “untaggable,” the Q2 is said to possess qualities that combine SUV ability and poise with sedan comfort and features — all while pushing the envelope of design, performance and technology.

Things start with a surprising 1.0-liter, three-cylinder engine with direct fuel injection and turbocharging. That might sound wee and unconvincing, but the company says otherwise. “Audi will not launch a car that people would consider underpowered,” maintained Audi Philippines sales manager and product specialist Paolo Brambilla in an exclusive interview with STAR Motoring. “They’ve tested it so many times in Germany… and I invite people to test-drive it as well so it would change their perception.”

Brambilla asserted that the Q2’s power plant, mated to a seven-speed dual-clutch AT, has the “feel (of) a regular two-liter engine,” with the added benefit of fuel efficiency. He expressed confidence that the twin virtues of power and miserly gas consumption (reportedly reaching a maximum of 25.5 kilometers per liter), should make the Q2 sell here. As far as numbers go, the front wheel-drive Audi excels where it matters — 116 horses and 200Nm (the latter accessed from 2,000rpm). Acceleration from standstill to 100kph occurs in 10 ticks, onward to a top rate of 197kph.

Initially coming in two variants (Design and S line), the Q2 is equipped with standard accoutrements such as LED headlamps with range dynamic control. Fog lights are incorporated in the headlight array. Character lines extend from the front to the taillights, a style Brambilla said is typical in Audis. The Design variant is equipped with 17-inch alloy wheels; the S line gets 18-inchers. Dynamic turn signal lamps, previously only available in the brand’s flagship models such as the R8 and A8, make their appearance in the Q2.

Inside the cabin, the driver is greeted by sporty three-spoke, leather-wrapped steering wheel with multi-function buttons and shift paddles. Other standards include ISOFIX child seat mounting; ambient lighting; automatic air-conditioning; an electro-mechanical parking brake; airbags for the driver, front passenger, and rear passengers (via curtain bag). The Q2 also boasts the Audi sound system, a mobile phone interface, Audi Connect, and a navigation system. Options include the vaunted Audi Virtual Cockpit — a driver-focused, fully digital instrument cluster.

Brambilla shared that the Q2 is meant to appeal primarily to “young professionals, young executives of top corporations,” and continued that “its price range is very attainable for company car plans.” He also sees the Q2 as a good choice for parents who may want to gift their children who have just graduated from college.

Audi Philippines general sales manager Alice Baldemor called the Q2 “the most road-savvy car model of the (Q line), delivering superb performance, agile handling, and incomparable efficiency. It is fun to drive, spacious, and offers a range of personalization options.”

Indeed, by Audi’s reckoning, the biggest thing the Q2 has going it is that it is whatever you want it to be. And that’s a whole lot of awesome.