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Is Audi getting complacent and suffering from brain drain?

The argument is made in a Reuters article: Audi is falling behind other luxury brands, such as Mercedes-Benz and BMW, due to a lack of research-and-development spending and "brain drain," or the migration of top executives and R&D chiefs to other parts of the Volkswagen Group. Reuters notes that Audi's current R&D chief is the third in 16 months.
Audi, which contributed to 40 percent of VW Group's $11.6 billion in profit the first nine months of the year, is delivering cars at a record pace: 1.31 million were delivered from January to October 2013 versus BMW's 1.35 million. Yet Audi, Reuters reports, doesn't have a halo car akin to BMW's new electrified i3 and i8 or an answer to Mercedes' plug-in-hybrid S-Class, and the R&D spending at Audi is less than BMW and Mercedes by a fair margin. It's noted in the article, however, that Audi benefits from other R&D spending within VW Group.
Reuters mentions that BMW "trumpets its new 'i' series" and the new Mercedes CLA and GLA ranges are winning "rave reviews" as part of its argument that Audi's recent lack of technological innovation could hurt future sales. Those cars do pack tons of new technology, some of which are firsts for mainstream production cars. But last time we checked, the i3 could be causing BMW's stock to slide, the CLA isn't receiving the rave reviews that Reuters would have you believe and the GLA hasn't been reviewed yet.

After Le Mans exit, Audi adds World Rallycross to Formula E and DTM efforts

Back in October, Dieselgate claimed another victim: Audi's FIA World Endurance Championship program. Audi left at the height of its Le Mans racing prowess, having won 13 times overall in 18 years at the famous French race. We didn't expect Audi Sport to confine itself solely to the Formula E and Deutsche Tourenwagen Masters (DTM) series, and so today Audi announced that the company would officially back an existing FIA World Rallycross Championship (World RX) team, EKS, in 2017. EKS was formed by Mattias Ekstrom, who is also a factory Audi DTM driver with a couple of championships under his belt in that series. He's been competing in various rally and touring car series for years, and even snagged a ride in a NASCAR Sprint Cup race back in 2010 at Infineon Raceway. The EKS team came together in 2014, with Ekstrom fielding an Audi S1 EKS RX Quattro. And the team hasn't done too badly for itself; in 2016, it took the driver's and team championships. There's only so much Ekstrom's team as privateers can do to protect its championship from factory-backed teams, so that explains why Audi Sport was happy to step in with full support – including vehicle development supported by the actual motorsport department at Audi. Ekstrom will also continue on as a factory Audi DTM driver. Related Video: Motorsports Audi Racing Vehicles fia audi s1

2016 Audi A6

After dodging light traffic for more than 10 miles at speeds never exceeding 85 miles per hour, the left lane of the derestricted autobahn ahead of us finally opens wide. This is the opportunity we've been waiting for, and we bury the accelerator against its stop and hold it there. The transmission attached to the turbocharged four-cylinder of our 2016 Audi A6 drops a couple gears and begins an arduous battle against aerodynamic drag.
The sleek sedan cuts through the wind effortlessly up until about 125 mph, after which the speedometer needle slows noticeably as the outside world continues to blur. By 145 mph, there's no longer a discernible feeling of acceleration, yet the bright-orange speedometer needle continues its climb. Finally, the speedometer nearly reaches 160 before we are forced to firmly brake and return to saner speeds because of traffic looming ahead.
Automakers routinely host us in Europe and elsewhere to sample their wares in a much less restrictive driving environment. Which explains why we find ourselves standing in Dresden, Germany, a stunningly beautiful 800-year-old city along the Elbe River, overlooking Audi's latest executive express.