I saw both the ads (you can see them on the Audi website) and though I like Audi I do not find the (attack on Lexus) ads compelling.

As we all learned in childhood, you cannot build yourself up by tearing your opponent down. The RX is popular, and we see many of them, because it is an extremely compelling, reliable, luxury vehicle. Audi needs to distinguish itself by offering the same--and better! Simply positioning yourself as "something other than a Lexus" is not effective.

Why is the Q5 a better choice? Is it more luxurious? More reliable? Does it have better features? Is it less expensive? Does it have better resale value? Offer a better warranty or service plan? Does it off road better?

The Rx model has been around for what, 10, 12 years now?, to my knowledge was the pioneer on the luxury (or entry level luxury) market with a product that was (and still is) VERY appealing with tons of innovative stuff on it.

That's the reason I see behind the Audi ads, not trying to defend them, just the impression I get, you as a car maker, have to raise (or try to) raise the bar that someone else has put and is very solid on the market.

Examples of this "bar" would be, the Honda Civic, the BMW M3, the Toyota Tundra... all this car models have been considered for many years the threshold to follow and beat. Same goes with sports, i.e. Lance Amstrong. Or technology, i.e. Microsoft when parted ways with IBM.

As for your questions.. I'd say is a big TBD for now, in a few months innevitably, the comparisons will start to appear all over the place. For right now, in paper and from some Magazine reviews, indeed the Q5 seems to be placing itself at least par with the competition, which is a big hit on a 1st year production model.

and it will get peoples attention