To celebrate the arrival of the all-new Audi Q5 in the Middle East, Audi organised a regional premiere in Saudi Arabia and the UAE, featuring one of the region’s most ambitious cross-border drives. The five-day trip saw the Q5 cover 2,300 kilometres across both countries, with more than a dozen regional automotive leaders bringing the experience to life.
The convoy set off from AlUla on September 15, winding its way through Saudi Arabia before concluding in Dubai on September 19. The Q5 was tested in every aspect of the region, from desert heat and open highways to city streets and coastal curves, and the car felt calm, responsive, and ready for anything.
The third-generation Q5 features enhanced mild-hybrid technology, a fully digital cockpit, and enhanced driver assistance systems. But this wasn’t a standstill. With temperatures soaring above 45 degrees Celsius and no freight vehicles in sight, the car was tested in full motion – from border crossings to remote fuel stations, from mountain turns to city access.
Experiencing the Audi Q5 at every stop along the way, from the winding paths of AlUla to the highways of Dubai, revealed how the car adapts to real-world terrain, reflecting the pace and character of each city. It was a journey influenced as much by context as by capabilities – demonstrating how people travel across the Middle East and what they expect from modern mobility.
During the final stop on Sir Bani Yas Island, Audi showcased the Q3 to guests, offering an exclusive first look at the compact SUV ahead of its launch in the Middle East in 2026. Embracing the same design principles and digital focus as the Q5, the Audi Q3 will be part of Audi’s most extensive product marketing campaign to date. The model is expected to be unveiled across the region in the first quarter of 2026.
Over five days, the journey covered six cities, 2,300 kilometres, and countless stories—with eight Q5s driving each kilometre, without a single truck in sight.
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