I'd like to offer my own tuppence of opinion:
I have been awaiting this launch for quite some time, because I am a total Audi nut. Some may ask what I like, and I am ready to tell. Compared to offerings from BMW, Mercedes and Lexus - the prestige brands, I think that the design is better resolved, easier on the eye, and less ostentatious - think A5/3 Coupe/CLK, A3/1 Series/CLC, A6 wagon/5 Wagon/E Wagon. Its a matter of opinion, and mine is that without fuss, Audi always manages to look the part, look expensive, look well built. The lines are gentle, start and end in the right places, and do not offend. The question I ask is that does this translate as boring? Not to me. The power of understatement, of effortlessness, of clean, balanced lines, all work well for this brand.
The Q5 is no different. It betters the already great, though massive (too massive for some) Q7, and it takes understated to a new level. I saw some videos of the car on the move on the web, and it has balance, poise, and resolve. Compared to the X3, and the GLK (dont know if they'll build that), I know which one has my money, but I don't know if anyone can honestly say the Q5 is not more attractive. There are small pieces of detail that really accentuate the car, and if you dont look, you'll miss them. If you're looking for razzmatazz, the X3 is there for you, but do not be deceived - flashy looks soon wear off, and you get bored. Think how many major facelifts the 7 series has had since 2003! 2 (after the original new one) in 5 years?
But take another look at the Q5, and see how the accentuated lines over the wheels make the lateral line look like a wave from a quarter view. Look how simple rectangular lights are 1. brought to life by the beautiful LEDs and 2. do not intrude on the overall design of the vehicle. Look how well they got (what they call) "the encompassing boot lid" this time. I like the one on the Q7, but I understand how it could be misconstrued by someone else. This one fits well with the rest of the car. The rear light LEDs also look amazing. And if you look, you'll see the indicators come off as a clean streak at the top of the cluster. All very discreet, but the more you look at it, the more you see.
As regards school runs, I very much doubt this will be longer than a Volvo V70, or even a Ford Mondeo. Now, unless you want to take anything longer than a Golf off the roads, then leave the Q5 alone! I have my opinions on this... new type of discrimination and bigotry, but thats not for here.
To be honest, I hate this issue of sportiness myself. It totally detracts from what I have come to know about the Audi theme, and while I don't think the design language has changed, I think the focus has been altered by an ill-advised marketing team. Audi should be advertising themselves as the "dashing intellectual dude in the finely cut fitted suit", because thats what the design says to me. I wouldn't want to be seen with the "garish, arrogant dude who thinks he's all that because he's got good feet even though his attire doesn't fit as finely" (BMW). I've always been one for a good effortless drive, matched with a great interior, and a great exterior design. I care not for sport in my car, though I think most Audis are capable of coping with our roads at the legal limits, and if you want to be rough, the RS4 and R8 are pretty good at the corners, and even Autocar thinks the RS6 trumps the M5. I think Audi are trying to be what they aren't forgetting that what they are - though discreet - is probably already better than the competition.
I hope y'all will take another look at this wonderful car.... and have a different opinion about it. www.audi.com/q5; and not because I work for them, or am paid to advertise, because I'm not (though over the years, I'm sure they owe me a few bob for my support!). I just think a lot of people have got the point wrong. Refocus on it - I think you just might like it.... and maybe even fall in love with it!