The consensus was, it was not possible due to design changes. Rears yes, fronts - no.
Well, I'm glad to report that I have successfully test fitted one FL headlight today. I was lucky, as nearby body shop just took a 2013 Q5 for headlight / front bumper replacement after a small accident, so we just borrowed one of the headlamps.
2010 headlight on the left and 2013 FL headlight on the right:

Audi part # for the LEFT 2013 FL headlight:

The headlight fits, BUT:
1. you also need to buy a headlight support bracket, as it is completely different:

Audi part # is 8R0 941 453A - this is for the LEFT headlight only:

The new support has one extra mounting hole:

I belive this is Audi solution to the known Q5 light beam jitter problem (when you hit the pothole, you could see the light beam jittering briefly). I belive the extra mounting point is to prevent that from happening, as it supports the weight of the headlight housing from the back. There is also an extra part that connects this support to the car body - I belive it will be retrofitable as well. I will check that tomorrow and will post some more images and hopefully part #s.
2. you need to get harness extension (male to female) as the stock harness will not reach the socket on the FL headlight.
The sockets are the same:

However, the socket on the 2010 headlights is on the side of the headlight housing. On the FL one, the socket is situated right in the middle of the headlight housing:

As a resoult, the stock 2010 harness is just not long enough. You either need a harness extension cable of some sort, or you can cut off the harness socket and solder in 4" of extension cable. For obvious reasons, I would rather NOT do it, unless I have no other choice.
I was able to source one of those harness extenders at the time I had my 2002 Audi A4 several years ago - it was needed when to swap halogen headlamps to HIDs:

As you can see, it is a MALE to FEMALE extender. The sockets on 2002 A4 and Q5 are different though, so the one I have will not fit. Anyone knows where to source a similar extender for a Q5 HID headlights ?
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