New Member: Having intermittent starting issues. Please help

[oldskoolaudi]

As you can see I am a new member and generally an Audi guy. I just purchased this 2004 X5 4.4 for my wife to replace her aging jeep grand cherokee. About 50% of the time when we try to start it, it takes about 10 or more cranks until it fires up. The other 50% of the starts are perfect. I have not noticed a differance of wether it's a cold/hot start and such. It just seems to be the luck of the draw and it's really embarassing if someone is around. I'm hoping this is an easy and not so costly fix as I like the vehicle and was that it would be somewhat reliable. I had a friend who is a bmw tech update the software, cause he thought that would be the problem but it started back up after a couple days. Thanks in advance!