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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.

Mercedes spent ˆ250 million to win Formula One titles last year

Success in Formula One requires skill, diligence, commitment and ingenuity. It also takes truckloads of money. In the case of Mercedes in last year's world championship, in which it took both the drivers' and constructors' titles in dominant style, those truckloads came to ˆ250 million last season alone – equivalent to over $285m in dead presidents. A report from Germany's own Auto Motor und Sport details the staggering investment that Mercedes made in order to get to the winner's circle last season. After 15 seasons with McLaren netting one constructors' and three drivers' titles, Mercedes motorsport chief Norbert Haug convinced the Daimler board late in 2009 to take over the Brawn GP team that had just won the championship. Because the team would be getting a large payout from Bernie Ecclestone as the returning champions the following year, and with sponsors lined up, Daimler only had to pony up a small portion of a smaller budget: in 2010 (its first season under the Mercedes banner), the team ran on a budget of "only" ˆ153 million ($175m). Over the course of the following seasons, though, the team's share of the TV revenues from Formula One Management went down as Mercedes struggled to climb back up the standings, but successive advocates (including Haug, Ross Brawn and Niki Lauda) successfully convinced the bean-counters in Stuttgart to ratchet up the payments. By 2012, the budget was expanded to ˆ200 million, and further climbed to ˆ250 million in 2013 and 2014. Fortunately for Daimler, the investment was starting to pay off by then as the team finished second in the constructors' standings in 2013, bringing ˆ74 million in from Ecclestone's coffers to cover roughly a third of the budget. With Malaysian oil giant Petronas alone kicking in upwards of another ˆ30 million per season as title sponsor (as of 2009 when it signed on), and untold millions more coming in from other partners, it looks like the actual cost to Daimler for securing both world titles and a winning reputation was actually more like hundred million or so.

Lewis Hamilton takes pole as Mercedes speed stuns rivals

MELBOURNE, March 16 (Reuters) - Formula One champion Lewis Hamilton blazed to a record-extending eighth pole and sixth in succession at the Australian Grand Prix on Saturday to lead Valtteri Bottas to a Mercedes sweep of the front row of the grid. Hamilton struggled with a brake problem during the frenetic final session at Albert Park but edged his Finnish team mate by 0.112 seconds with a searing second lap of one minute 20.486 seconds that set a record at the lakeside circuit. The one-two punch by Mercedes left Ferrari and their championship rivals stunned, with Hamilton's chief challenger Sebastian Vettel, who qualified third, more than seven-tenths of a second off the five-times champion's pace. "Oh man, I'm shaking it was so close out there," Briton 34-year-old Hamilton said after extending his pole record to 84 on a warm, sunny afternoon in Melbourne. "Coming from winter testing, we had no idea where we would be. We were hoping to be where we are ... Valtteri did an exceptional job out there, it was very close." Hamilton matched Ayrton Senna and Michael Schumacher for the record number of poles at a single race track. Senna took his eight at Imola, with Schumacher dominating the Suzuka circuit. Four-times champion Vettel, bidding for a third successive win at Albert Park, was separated from his new team mate Charles Leclerc by fourth placed Max Verstappen of Red Bull. It would have felt like 'deja vu' for Ferrari, having trailed Mercedes by nearly seven-tenths of a second in qualifying at last year's race. "Certainly Mercedes are the clear favorite," Vettel told reporters with a touch of resignation. "I'm certainly surprised (by their pace), I think everybody is, probably even themselves." "I think, there is still a bit of margin (to improve) but certainly the gap is there today, and it was a surprise," the four-times champion told reporters. "We didn't expect it coming here but now it is that way. ... Obviously there is a lack somewhere, because we are too slow – but didn't feel like it." German Vettel's new team mate Charles Leclerc qualified fifth fastest behind Red Bull's Max Verstappen but the highly regarded 21-year-old was harder on himself than the car. "I'm not happy with myself. I didn't do the job in Q3, which is a shame," said the Monegasque, who locked up in turn one of a "messy" second lap.