Audi Q3 designed as a family car

He is unapologetic about the corporate façade that dominates the look of Audi's fleet and says the marque must come ahead of the model.

"The brand identity is more important than the vehicle," Badstuebner says. He cites emerging markets such as China as areas where Audi wants to impress with the four-ringed philosophy ahead of specific models as examples why design must focus on an underlying identity.

"If we've achieved with the Audi rings so they are identified as the Nike 'swoosh' then than is the first stage," he says.

"After that it is important to identify cars within vehicle families - like the 'Air' range from Jordan that equates to our S models. The Q3, for example, has the vertical louvres in the grille that is one of the signature styling elements of the Audi Q (SUV) range to emphasise height over size. Ourcars stick to horizontal louvres."

Badstuebner is proud of his rival to the BMW X1 and points to its better boot space - 460 litres against 420 litres - as just one of the reasons the Audi is the more practical - and emotive - product.

"We believe in the math but only to a certain extent. Simulations can give you so much but in the end you want a physical model," he says. "That is true of the Q3. It had class-leading aero but the shape is still identified by the height and the sloping rear roof
that is coupe style and says this is a premium SUV. Audi (identity) comes a moment later."

If the Q3 is Audi's answer to the BMW X1, the upcoming Q6 will challenge the coupe-style X6 from Beemer. BMW's swoopy SUV outsells the X7 in Europe but is well off the pace here, where the more utilitarian X5 rules the roost. Both Audi and Mercedes-Benz plan to challenge the X6's dominance, in the form of the Q6 and GLS respectively.

Mercedes is expected to be first to market in late 2014, with Audi following soon. Audi test mules have already been spotted around Europe as they evaluate the platform ahead of settling on specific powertrains.

"It's it too early to talk about (the Q6)," Audi Australia marketing head Janet Markus says. "It is still only rumours and spy photos . but BMW has shown this area has potential."