2013 Audi Q7 Tdi Prestige Quattro Tiptronic 3.0l Black S-line on 2040-cars

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Why Audi is staking its future on electric SUVs

This much we know: SUVs and crossovers sell like hotcakes. The body style has become such a juggernaut that for the first time in recorded history, sport utes beat out sedans this year to score the biggest slice of the luxury pie. Love 'em or hate 'em, SUVs are here to stay, and carmakers are investing more than ever in the segment. Sport utility vehicles also played a bigger role than you might think in making Audi relevant in the US, and based on what we learned during a sit-down with Audi of America president Scott Keogh at the Paris Motor Show, their role is only going to continue to grow at the automaker. Last year, the brand sold 202,202 cars in the States, capping off 60 consecutive months of record sales. But it's not enough to focus on traditional SUVs like the Q5, which was launched on the heels of the global economic meltdown in a tiny small segment of around 160,000 vehicles and has since ballooned to over 400,000 units. The Q5 has scored 80 percent of its buyers from conquest, and a new plant in Puebla, Mexico, promises to churn even more units to the US and the world. Still, tackling the future head-on can be like wrestling an eel – an elusive, almost impossible-to-execute challenge – and Audi is betting a huge part of that success will be the production version of the E-Tron Quattro Concept that debuted last year in Frankfurt. Internally referred to as the C Bev, this battery-powered SUV claims a 311-mile range, and might as well be nicknamed the Tesla Model X Killer. "If you look at where this car migrated from," Keogh says, "it started as a European-ish city car, and then it migrated into a sedan-ish sportback-y type thing, and then we pushed very aggressively to make it an SUV." Keogh says the vehicle will hit showrooms "after 2018." The SUV layout naturally lends itself to batteries, but it also boils down to a simple bureaucratic advantage: "We get [government CO2 and fuel economy] credits for volume," says Keogh. "It's not just enough for a car to be there, it's got to be a car that a lot of people want to buy." Sized between a Q5 and a Q7, the E-Tron Quattro resides in a target-rich environment, a 600,000 - 700,000 unit segment. Add Audi's goals of electrifying 25 percent of its lineup by 2025, and a high volume, medium/large SUV simply makes sense.

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.

VW and Audi recall Tiguan and Q5 to replace Takata inflators

The Basics: Volkswagen and Audi will recall 734 examples of the 2015 Tiguan with production dates between January 15, 2015, and January 21, 2015, and the 2015 Q5 built between January 13, 2015, and February 3, 2015. The Problem: The vehicles have driver and passenger seat side airbag inflators from Takata that could rupture in a crash. Injuries/Deaths: A side airbag ruptured in a 2015 Tiguan in June 2015, and the driver sustained slight injuries under the left arm. The person didn't need to seek medical attention, Audi spokesperson Mark Clothier told Autoblog. This is the only reported injury. The Fix: VW and Audi dealers will replace the side airbag modules. If You Own One: VW and Audi will advise owners about the recall but don't yet know specifically when repairs begin. RECALL Subject : Seat-Mounted Air Bag Inflators May Rupture Report Receipt Date: JAN 28, 2016 NHTSA Campaign Number: 16V045000 Component(s): AIR BAGS Potential Number of Units Affected: 734 All Products Associated with this Recall Vehicle Make Model Model Year(s) AUDI Q5 2015 VOLKSWAGEN TIGUAN 2015 Details Manufacturer: Volkswagen Group of America, Inc. SUMMARY: Volkswagen Group of America, Inc. (Volkswagen) is recalling certain model year 2015 Volkswagen Tiguan vehicles manufactured January 15, 2015, to January 21, 2015, and 2015 Audi Q5 vehicles manufactured January 13, 2015, to February 3, 2015. The affected vehicles are equipped with driver and front seat passenger seat-mounted air bag inflators that may rupture in the event of a crash. CONSEQUENCE: In the event of a crash necessitating deployment of a seat-mounted air bag, the inflator could rupture with metal fragments striking the driver or other occupants resulting in serious injury or death. REMEDY: Volkswagen will notify owners, and dealers will replace the side air bag modules, free of charge. The manufacturer has not yet provided a notification schedule. Owners may contact Audi customer service at 1-800-822-2834 or Volkswagen customer service at 1-800-893-5298. Volkswagen's number for this recall is 69M1 (for Audi) and 69L9 (for VW). NOTES: Owners may also contact the National Highway Traffic Safety Administration Vehicle Safety Hotline at 1-888-327-4236 (TTY 1-800-424-9153), or go to www.safercar.gov. Related Video: