Volkswagen Touareg Competitor Insight

Cross-shopping on

The core of the Touareg’s competition comes from Land Rover, with the reborn Defender, the Discovery Sport, Discovery and Range Rover Velar all represented here. In fact, interest in the Defender – Land Rover’s newest model – doubles between potential buyers researching and doing a deal.

However, the car that’s being considering alongside the Touareg more than any other by the end of the research phase is the Audi Q7 – a five-star luxury SUV and our reigning champion in this market.

That said, the Q7 also experiences the largest drop in interest over time, perhaps with buyers put off by the Q7’s higher price tag.

Potential buyers shortlist both five-seat and seven-seat luxury SUV alternatives to the Touareg, as well as premium SUVs from the class below, including the Audi Q5.

Interest in the Fiat Panda, Toyota Aygo and Volkswagen Up increases a little over time, too, while interest in the Citroën C1 remains stable throughout the buying process.

However, the same can’t be said of the i10’s bigger sibling, the i20, which dips slightly as the process goes along. And even cutesy looks can’t save the Fiat 500 from the same fate.

There’s less cross-shopping between different car segments here than we’ve seen elsewhere, suggesting that compact dimensions are firmly at the top of city car buyers’ shortlists.