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[title]Instead of a static cocktail and formal speeches, the strategy was to bet on an unprecedented experience. A caravan, a secret destination, and the new generation of the Audi Q5 became the perfect trio that set the tone for a road trip mixing surprise, luxury, and diverse landscapes—an unconventional launch from start to finish. From its lounge in Palermo, the Audi brand gathered journalists, influencers, and automotive industry figures to discover and drive—over more than one hundred kilometers, without knowing the final destination—the new models of Audi’s most cherished SUV (Sport Utility Vehicle).
For many, it was also their first time behind the wheel of a high-end car of this kind, a bonus that turned the adventure into an extraordinary test drive and aligned perfectly with the brand’s new strategy: not to sell cars, but to sell experiences.
The new Audi Q5 and a launch built around experience
The trip, in other words, was the Q5’s best argument: smooth on the highway, stable on the open road, and comfortable on rural paths. A car designed for the city but with a traveler’s spirit—one that invites you to head out without an organized plan or much prior detail. Manuel González Quesnel, Marketing Manager of Audi Argentina, explains it simply: the Q5 combines comfort, safety, autonomy, and versatility. And, according to the brand’s statistics, it’s a model strongly favored by women. “Its height, its sense of protection, its understated design, and its intuitive handling are some of the features that explain its popularity among female drivers,” says Quesnel. “A premium SUV with no noise, no ostentation, and a quiet elegance that’s more noticeable in motion than in photos.”
“The Q5 combines comfort, safety, autonomy, and versatility”
Delfina Blaquier and Nacho Figueras: ambassadors of the Audi Q5
The caravan stopped, finally, in General Rodríguez, at the entrance path to the equestrian estate belonging to Delfina Blaquier and Nacho Figueras, the new Audi ambassadors. The scene: perfect green grass, horses and riders galloping across a polo field, a clear sky with sun, and a relaxed, extended lunch in the shade of the gallery, set among the stables of the family’s country club. A DJ on a terrace—also green—lifting the mood, and several Audi Q5s displayed as if they were a natural part of the landscape.
The choice of the couple is no coincidence. Nacho Figueras is one of the most renowned polo players in the world, a regular competitor in the most important tournaments, and for years a global face of Ralph Lauren, another prestigious brand. Delfina Blaquier—photographer, entrepreneur, and former athlete (a South American medalist in high jump)—quite literally grew up around engines. “My mom was a race car driver for several years, and when I was a kid I loved being in the workshop,” she recalls at age 44. Her mother, Delfina Frers, was the first woman to compete in the TC 2000 category, and Delfina admits she has always been a car enthusiast.
“My mom was a race car driver for several years, and when I was little I loved being in the workshop”
Both have a real, everyday relationship with driving and being on the road. They divide their time between the city and the countryside, travel hundreds of kilometers to tournaments where their children compete, go to training sessions, coordinate moves, and manage family logistics. And whenever they can, they even drive to Uruguay. That’s why, they insist, the Q5 fits naturally into their routine: space for kids, a trunk that swallows everything, comfort for long trips, and above all, safety. “You’re buying safety,” Delfina says bluntly. The understated, elegant, and non-showy design is another plus for her.
Living the Audi Q5 in action: design, safety, and comfort
Yes, the Q5 had its official presentation—but the true star was the experience. Leaving the city, driving with no rush, and arriving at a countryside estate where horses coexist with premium cars as if they’d always been there was all part of the event. An aesthetic that blended the outdoors, design, good food, and chill music—almost like a curated weekend getaway crafted by a travel expert.
Audi’s proposal hit the mark: showcasing a car not in a fantasy setting like a glass-walled dealership, but in a real environment—the kind of place where this SUV truly shines, whether on open roads, in the countryside, or in more urban surroundings. “A model designed for people who are always on the move, who seek luxury without ostentation, and especially for those who prioritize comfort and safety. That’s one of the reasons it’s so popular among women,” Quesnel adds.
“A model designed for people on the move, for those seeking luxury without ostentation”
The new Audi Q5: the ideal companion for living experiences
The new Q5 didn’t arrive merely to refresh a product line—it arrived as the ideal companion for living experiences. And if an improvised caravan, a sunlit stable, and a well-traveled couple like Figueras and Blaquier became key pieces of this picture, it’s because the Q5—like all truly good things—is best understood not by observing from the outside, but by being part of the action.
Blaquier and Figueras, regulars of roads, fields, and airports, find in the brand values that feel completely natural to them. “It’s an honor for us. We share with Audi the same values of design, technology, and an understated elegance we identify with deeply,” they say. Elegant and charming, but without excess—just like the new Q5.