SWOT
SWOT_FW_Mar22.qxp 15/03/2022 16:43 Page 1
Simon Harris > SH Head of valuations, UK Vehicle Data
Mark Jowsey > MJ Head of TCO AutoTrader
Martin Ward > MW Manufacturer relationship specialist
Jon Wheeler > JW Head of vehicle valuation services, CDL Vehicle Information Services
Strengths, weaknesses, opportunities and threats of four rivals are analysed by the Fleet World quartet of industry experts AUDI Q5 • BMW X3 • GENESIS GV70 • MERCEDES-BENZ GLC
but probably feels longer in the tooth than any of the cars in this group, plus it looks expensive. MJ The MMI controller has been removed, so touchscreen means eyes off the road longer. Handling is not the most dynamic. MW The Q5 has never been a drivers’ car – a bit dull to drive JW Expensive and not as engaging as some competitors.
Audi Q5 40 2.0TDI S Line
STRENGTHS SH Perhaps the most conventionally attractive of this group, with clean cut lines and a solid, high-quality interior. MJ Consistent and competent with a comfortable ride, Q5 has a quiet refined cabin. Stable Res help underpin success. MW Looks good, value for
money, plenty of standard equipment on all models. JW A solid choice for any user, a very well finished interior, cutting edge tech and great driving characteristics.
WEAKNESSES SH Q5 was facelifted in 2021,
OPPORTUNITIES SH Rarer than rivals, so could be appealing for those who don’t want to make an obvious choice, while the Genesis is a step too far. MJ Q5 reputation is positive, SUV volume in this sector remains strong and Res are stable. MW So much going for the Q5, it has everything you’d ever need in a large SUV.
issues, there is little against the X3. Updated in 2021 it still looks and feels fresh, although rivals are also good. MJ The 2.0-litre diesel unit can be a little noisy when driven hard. But generally, it is hard to fault. MW X3 has grown over the years, is it just getting too big now? It’s now larger than the original X5. JW The stiffer suspension set-up is not to everyone’s taste and the high list price is getting close to the ceiling for its segment. BMW X3 xDrive20 2.0d M Sport
STRENGTHS SH Perhaps the best known car of its type, and a class benchmark in many areas, including efficiency and driver appeal MJ Delivers SUV flexibility yet with a dynamic drive that gives it a saloon car feel. MW It’s a BMW, so of course it will do well. X3 has always been
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popular with fleets and much sought after on the used market. JW Dynamic, frugal, engaging and loaded with tech – the wellestablished X3 is the most costefficient model is this line-up.
WEAKNESSES SH Apart from possible supply
OPPORTUNITIES SH Tough to single out opportunities for a dominant player in the market, but BMW’s new discipline in sales volume might make the X3 more appealing than before. MJ Tough sector competition, but BMW continues to attract new clients.
JW Well established as one of the most popular premium SUVs in the market. If Audi can get physical vehicles on UK soil, it’ll pull volume away from key competitors.
THREATS SH As the third-placed model of the German three, Audi must also feel vulnerable to Volvo, Jaguar, Alfa and others. MJ Declining A4 sales may be reducing the flow of prospects. Huge competition way beyond just those here. MW Always been ultra-popular, new and – especially used – a solid choice, but are there just too many around now? JW New players in the segment are entering the market with cheaper, attractive, and well spec’d models that are capturing consumer interest.
MW Being lighter and more efficient than competitors, the X3 will appeal to even more user-choosers. JW A great success story for the brand. With the addition of electrified powertrains there’s a solution for fleets and private buyers.
THREATS SH Probably the strongest proposition here but, like the others, being diesel could be vulnerable to future local clean air zones. MJ In this sector diesel makes perfect sense at high mileages, but BMW’s iX3 BEV is sure to take sales if availability allows. MW X3 is more practical than plush, which may put some off. JW In such a competitive sector it’s hard to keep on top with so many models fighting it out over price point and market share.
