with the new NSX, new Merc sport coupe, and Detroit's exciting and new powerful cars debuting right and left (Hellcat, GT350, CTS-V) as well as the high power lexus F cars, and the unfortunately tepid response to the bland new Q7 debut I think they realize Audi needs to make a splash. so far they haven't done anything spectacular in the last year really (mild refresh of the A6/7/8 and new TT and A3). to wait the whole summer before doing something seems like a bad idea. the fact that they went out of their way to deliberately announce this says that they are worried. I think they should have delayed the Q7 one more year to let Lichte improve the exterior design further before debuting such a sad looking product.