Not completely true. I was completely set on getting the new Audi SQ5 or Q7, until I ran the numbers. This Explorer is the first Ford I've owned since the year 2000. It wasn't even on my radar until I got a $1000 Costco rebate email for Ford Employee pricing in July 2016, so I futzed around and configured a few cars and checked out the Edge, Explorer, and F-150 supercrew. Prices for options were really good, but the Explorer really took the cake for best aesthetics and value. And included some fancy stuff like illuminated door sills and ambient lighting. Only thought that kind of stuff existed in the German brands. And I'm a big fan of Audi and Mercedes... not so much BMW anymore, seems they've lost their way.
So even then, I wasn't convinced. The price was good, the interest rates were high... so I passed. Then in August, only a month later, they still had the same price, but with 1.9% financing over 4 years which is a win for Canadian finance options for a brand new model. Any equivalently specced Audi I picked would have been 50% more expensive with 4% interest. So I pulled the trigger on the Sport and have not regretted it one bit. Ford really outdid themselves on it. I was impressed. And great value too! For me it was weird because it was a new incoming model at clearance prices and I didn't understand why I was getting such a good deal. Turns out the answer apparently was that there wasn't enough stock on 2016s so they extended it to 2017s.
Ended up with 12% off MSRP all said and done and I bought it because it was the perfect storm of price/opportunity. And back then lots of people were special ordering them and I managed to get one off the lot and took it home one business day later, so it just worked out.
That said, I totally still want to get an Audi one day. Beautiful cars and I miss their perfect ZF-8 transmission every day. Problem for me again was everything there is getting refreshed and is brand new, thus high demand, full MSRP basically with waiting lists. I have no brand loyalty except to Honda, but that's another matter. Hondas are super reliable, hold their value well, but boring to drive. The Sport is just a giant beast of a car. Love it. The grumble, the power. It's pretty awesome!