The Middle East doesn’t do things halfway, and neither does Audi. To mark the arrival of the all-new Audi Q5 in the region, Audi Middle East staged a premiere that was about the open road: 2,300 kilometres, two countries, six cities, and five days of pure driving.
The convoy began in AlUla, Saudi Arabia, before carving across the Kingdom’s highways, skirting mountain curves, and pushing through border crossings — all without a single vehicle being transported by freight. By the time the fleet rolled into Dubai, the third-generation Audi Q5 had proved its case: a versatile, confident SUV built for the pace and diversity of this region.
For Audi, this wasn’t just about showcasing a new model but rather mirroring the way the Middle East moves. “From AlUla to Dubai, the Q5 delivered with precision and confidence, proving its place in a landscape defined by momentum, diversity, and ambition,” said René Koneberg, Managing Director of Audi Middle East. His sentiment was echoed by Elmir Arnautovic, Marketing and Communications Director, who added: “From high-speed highways to winding desert roads, the car felt composed, responsive, and ready for anything, exactly what drivers here demand.”
The Q5 itself comes refreshed with a sharper design language, an all-digital cockpit, and mild hybrid technology, along with upgraded driver assistance systems that keep pace with daily life. Human-centric in its interior, sporty in its stance, it embodies Audi’s balance of performance and practicality.
Over five days, eight Audi Q5s covered every kilometre of the journey, accompanied by regional media and tastemakers who documented the experience in real time. It proved how Audi continues to shape mobility in the Middle East with relevance, ambition, and momentum.
But the drive wasn’t only about the Q5 as at the final stop on Sir Bani Yas Island, Audi offered guests an exclusive preview of the all-new Audi Q3, ahead of its Middle East launch in 2026. Sharing the same focus on digital innovation and design precision, the Q3 represents the next step in Audi’s most ambitious regional product offensive yet.
Explore the all-new Audi Q5 at audi-me.com.