Why are Audi Q5 optional extras so chuffing expensive?

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Why are Audi Q5 optional extras so chuffing expensive?

"Why are Audi Q5 optional extras so chuffing expensive?" is what Alistair would say if he drove our Audi Q5 test car home. He's on holiday at the moment so I drove it and instead offered a reaction that can't really be typed up here.

The Q5 is typical Audi: safely styled, decent to drive, well built with an almost un-rivalled feeling of perceived quality inside. In my opinion, the driver's MMI or multimedia interface offers the best compromise between button functionality and centre console cleanliness, while the blind spot assist and 'climate cup holder' are really useful.

Trouble is, you soon realise that these 'really useful' touches are all optional. The list price of this Audi Q5 3.0 TDI Quattro S line S tronic is an already substantial£35,920, but lane and side assist sets you back a further£930. That little heater element to keep your coffee warm? 100-notes. Sorry, but how can that possibly cost£100? A manually folding tow bar (pretty essential 4x4 kit, really) is another£635 cost option, while to have heated front seats is£270. Does Audi just randomly pluck these figures from the air?

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