The clutches do smell bad. I once tried to set off without my seatbelt on and forgot about the handbrake not automatically disengaging. After realising and switched the handbrake off the clutch stank terrible and that was only slipping it for a couple of seconds.
I am concerned. The smell is very pronounced even when slipping the cluth a little when towing. I am waiting for a comment from Audi, but the fact that the Q5 is quoted as being a capable tow vehicle has me concerned that there maybe a build/quality problem.
I agree does sound like a build/quality issue, as none of my previous cars have had this smell before. I just hope Audi is honest if there is a problem so that the fault can be dealt with. Based on how long it has taken them to accept there is an issue with sagging seats on their TT's (loads of TT owners have complained) and therefore introduce a retrospective modification I am not too hopeful.