Years ago, a book titled “The Influentials” posited that for any given subject matter, 90% of consumers looked to the other 10% for advice, counsel, and guidance about what to buy. Within a given category, this 10% of the population is considered to be influential. In the realm of automobiles, The Influentials are the car enthusiasts (and, increasingly, the technology geeks).
Keeping this theory in mind, take a look at what Audi has been doing with its lineup. It now sells sport-tuned versions of most of its cars: S4, S5, S6, S7, S8, and TTS. It has also launched a new RS line of high-performance models in the RS 5, RS 7, and TT RS. One reason for this is to better compete with the BMW M models and Mercedes-Benz AMG models. But Audi also knows that when car enthusiasts speak highly of Audi, car buyers are more likely to consider Audi.
That brings us to the new 2014 Audi SQ5, a new sport-tuned version of the 5-passenger Q5 SUV. When it goes on sale, the new 2014 SQ5 will compete against the BMW X3 xDrive35i, Infiniti QX70, and the Porsche Macan.