I test drove a 2010 Q7 before going with the X5.

It did not help that the Audi sales guy knew nothing about his product, but..
I expected to very much LIKE it, but the moment I sat down in it, I instantly hated it. I also hated how it drove - another surprise. And it's gadgets seemed half-baked. I was very disappointed.

When I got my X5, some of the Porsche people in the office asked how I liked it..

"Well, one week and nothing broken!"
And they said, without pause..
"Well, that's the difference between you and an Audi owner!"

I know we have some Audi owners here, so feel free to chime in.
My best friend had two leased A6s (three years each, so six years worth) until 2007, when he bought an Acura RL.

In the shop four times a year, like clockwork. Usually broken O2 sensors, early tire wear, etc. I dunno about now, but just a few years ago, ONLY your Audi dealer could do a proper alignment, at $400 a pop.

And every time they failed to fix something, they were unapologetic. He exaggerates, but swears he spent more time in a loaner, which was always in very poor shape.

Of course, YMMV, but.. I was not impressed. I can put up with an ignorant dealer for a good product - and certainly BMW has at least their fair share of these dealers as well - but the product itself was underwhelming.

To be fair, it was somewhat less expensive, but it didn't offer as many features, maintenance was not included, etc. etc.

I would wager that, much like BMW, Audi's reliability has improved - probably substantially so. I much preferred the X5 to the Q7 (and I found the Q5 too small).

Both are very popular around here, but I notice most Q owners are new and most X5 owners have had theirs quite a long time (I don't see too many '10s or later).