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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.

Audi's new 1,000-hp hybrid pulls like a freight train

Audi's latest plug-in hybrid handles like it's on rails, and pulls like a freight train. That's because it's a train, and literally rides on rails. The vehicle in question is a locomotive which the German automaker developed for its main factory in Ingolstadt incorporates over 11 miles of railroad tracks, along which are transported parts and completed vehicles to be moved around the site. To carry out those duties, Audi teamed up with French manufacturer Alston to deploy a new hybrid locomotive on premises. The locomotive features a plug-in hybrid propulsion systems capable of running on electric power alone for two hours at a time, and can be plugged in to recharge during down-time. The upshot is that it not only pollutes less overall, but can be run inside warehouses more safely. When the power runs out, the electrical system is backed up by a diesel engine. Audi reports that 15 trains arrive at the factory every day. It employs 17 locomotive drivers on site. And each locomotive runs for 3,800 hours each year. Whether we can take Audi at its word when it comes to diesel emissions or not, the company claims that the new hybrid locomotive cuts its carbon emissions by half, taking 60 tons of CO2 out of the atmosphere each year. 10/30/15 Ingolstadt Hybrid locomotive at Audi plant in Ingolstadt This Audi drives on rails: A 1,000 horsepower plug in hybrid locomotive manufactured by Alstom replaces the plant locomotives previously used at the Audi plant in Ingolstadt as of today. This means that components and finished Audi models will now reach the plant's loading stations in a more climate friendly way. "Our goal is all-round sustainable logistics," stated Johann Schmid, head of the Audi plant railway in Ingolstadt. "The new railway technology allows more economical, energy-efficient and low-emission rail transport. In connection with the latest chassis technology, the plug-in-hybrid locomotive sets new standards in shunting and rail transport." The complete automobile plant in Ingolstadt includes 18 kilometers of railways. Every day, 15 goods trains arrive at Ingolstadt North railway station for Audi – loaded with pressed parts, engines and transmissions, as well as cars from other Audi sites that are ready for delivery to customers. And cars produced in Ingolstadt also start their journey to customers by rail. 17 Audi locomotive drivers work at the plant railway. One of their tasks is to allocate the wagons to the various plant buildings.

Audi drives Laurel Canyon in reverse

With all its many twists and turns and narrow lanes, driving down Laurel Canyon Boulevard in Los Angeles demands your attention under the best of conditions. The driver caught on this video, however, is clearly not giving it his best. The driver behind the wheel of this new Audi – an S5 or maybe even an RS5 coupe, if our eyes and the low resolution don't deceive us – opted to drive down the canyon road entirely in reverse, with a woman in the passenger seat. The incident was caught on video by one Kevin Zanazanian, another motorist following behind. (Or would that now be considered in front? We're all turned around here). Fortunately the driver appears to have taken things at a rather leisurely pace. Which is a good thing, or at least a mitigating factor. While cars are designed to be able to back up, unless you're a stunt driver on a closed set, they're not meant to do so at speed. But then they're not meant to be driven backwards for extended lengths of time or distance, either. That's why local authorities are reportedly trying to track down the driver, who could have been held accountable for any number of infractions had he been caught in the act - including driving right through a red light, backwards, from the turning lane, across Hollywood Boulevard. With the video footage now in hand, the LAPD's West Traffic Bureau is reportedly working to determine who it belongs to, and who can be held liable for this stunt. With no injuries or damage reported, KTLA reports that the charges (however many of them) would not amount to more than misdemeanors. Related Video News Source: KTLA Government/Legal Audi Videos audi s5