Datsun was the original name given to cars built by Nissan and sold in Europe. The badge was dropped in 1984 in favour of the parent company’s brand.
Going through a rebrand is a risky and very expensive business. In Datsun/Nissan’s case it cost the company half a billion dollars… in 1984. Today that translates to roughly $1.3 billion just to change a name plate.
And Nissan is far from alone.
Mitsubishi cars used to be branded as Colts in the UK and Daewoo transformed into Chevrolet (in Europe at least) before disappearing altogether.
Cars change their names too. Famously, Porsche was forced into a last minute change for its 901 sportscar when Peugeot claimed the number. Instead, it’s rear-engined sportster was called… the 911.
Tesla’s Model 3 was originally going to be the Model E because the four model range would then spell out S-E-X-Y. Thankfully, clearer heads prevailed.
The Alfa Romeo 164 saloon had to be rebranded as the 168 in Taiwan and Hong Kong because the number 164 means ‘all the way to death’ in Chinese.
Which brings us to the Audi A5.
The A5 is the new name for the A4, Audi’s highly successful compact premium saloon. Why? Because last year marketeers decreed that odd numbers would henceforth denote internally combusted engines and even numbers would be reserved for electrically powered models.
Or at least it did until earlier this year when the company did an about turn following complaints that the rebrand was causing confusion.
Except it has no plans to swap the A5 back to the A4 – the only model to be rebranded before the whole plan was scrapped.
Confused? You’re not alone.
I had the A5 on test and was approached twice by enthusiasts asking if it was the new Audi coupe. To which my answer was ‘sort of’ because there isn’t going to be a direct replacement for the old two-door A5 Coupe.
That’s not to say the new A5 is unattractive.
The shape is a modern re-interpretation of the previous generation A4 (internally known as the B9) which was hailed as one of the most beautiful cars in the world in a survey a few years ago – so that’s a good place to start. The A5 brings the body style up-to-date with a bigger grille, sleeker headlights, flush-fitting door handles and a full width light bar at the rear that echoes the Audi A6 EV.
The good news carries on when you slip inside.
Audi has a justifiable reputation for building some of the best cabins in the automotive business and the A5 is packed with high technology. Most obviously, there’s the full width digital screen set-up which adds a third monitor above the glovebox for the passenger to fiddle around with (they can change the radio station, call up a weather forecast and see how fast you are travelling among other things). Audi says the third screen cannot be seen by the driver but I was always aware of it out of the corner of my eye.
The old A4 was one of the first Audi models after the Mk3 TT to get a virtual cockpit back in 2015 and the new system goes one further with a sweeping panoramic monitor set-up that can be customised to your individual requirements. The central screen is a whopping 14.5 inches and responds instantly thanks to a beefy processor upgrade and changes to the user interface. The high resolution means the graphics are sharp and easy to read.
The main instrument screen measures 11.9 inches and displays all you need to know at a glance.
Sadly, the beautiful row of silver alloy switches for the air con and climate control in the old A4 has been replaced by virtual controls on the new A5. At least they are permanently ‘on’ so it’s fairly easy to adjust the temperate regardless of what you’re doing (albeit not as simple as just flicking a switch).
Wireless CarPlay and Android Auto are standard along with a handy wireless charging plate for compatible phones.
The Sound and Vision optional upgrade adds a Bang & Olufsen branded stereo and a head-up display.
Touch sensitive pads on the steering control the audio and cruise/speed limiter, but they can sometimes be activated by mistake when turning the wheel and your palm accidentally brushes against them.
There’s more room inside the new A5, which is both longer and wider than its predecessor, and five adults can sit in complete comfort, although there’s a transmission tunnel hump to be straddled by anyone sitting in the middle.
The new model is more practical, too. Despite being designated as a saloon, the new model actually has a hatchback which opens to reveal a 445-litre space (417-litre in 4WD versions) that can be expanded by dropping the rear seat backs, creating a very useful long and flat load area. The BMW 3-Series may have a slightly larger boot, but it can’t compete with the A5’s hatchback versatility.
Audi sent the diesel A5 for evaluation. It’s been awhile since I’ve had the pleasure of driving a turbo diesel – a far cry from the mid-Noughties when, for a time, it seemed as if DERV was the future. On re-acquaintance it’s easy to understand why. Fast, smooth and very economical, the TDI has to be the engine of choice if you do a lot of motorway miles thanks to its effortless mid-range shove and miserly fuel consumption. At any speed, the A5 is quiet and smooth thanks to those smooth aerodynamic looks and acoustically-tuned glass. It’s a very fine place to spend a long journey.
It’s a pretty snappy mover as well. If you choose the Quattro all-wheel drive version 62mph comes up in less then seven seconds. More importantly, there’s enough mid-range torque to accomplish overtakes with nothing more than a mere flex of your right foot.
The A4 – and the Audi 80 before it – have been a mainstay of the German marque’s range for the best part of three decades. It’s not hard to see why. With its smart looks, posh interior, roomy cabin and flexible load carrying capacity, the A5 is all the car most people will ever need.
As for the name change, I think if this car were a breakfast cereal it would be Coco Pops – a firm family favourite that was rebranded as Coco Krispies in 1998 prompting a national outcry before common sense won out and the chocolate-flavour breakfast reverted to its original name just months later.
Whatever the badge says, it’s a damn good car.
