The Sportback's arrival next summer adds a baby A7 to Audi's lineup, giving Audi fresh ammo to help it gain share despite a slowdown in luxury sedan sales overall.
Keogh expects the Sportback's unique coupelike roofline to attract shoppers from the segment above like the A7 did before it.
"We know, yes the market is declining but it's still a big lie and we can get more share and think what's needed are these types of more emotional products," Keogh said.
A5 Sportbacks get a 252-hp turbocharged 2.0-liter four cylinder. S5 Sportbacks get a 354-hp turbo V-6 engine.