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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 leading rival BMW in worldwide luxury sales race

If you thought competition among the German luxury automakers was hot before, it looks like things are just getting started. For the first two months of the year, Audi has sold more cars than BMW worldwide by just 383 cars.
Audi claims to have sold 242,400 vehicles through February, up 9.3 percent from last year, compared to 242,017 units from BMW, up 8.9 percent, in the same period. While the advantage is tiny, its implications could be huge because Bimmer has been the leader in the premium car segment for the last nine consecutive years. Mercedes-Benz lags behind them somewhat at 229,630 vehicles through February. According to Bloomberg, at this time last year Audi had sold 429 fewer cars than BMW.
The growth is all part of Volkswagen Group's goal to become the world's largest automaker. It currently ranks in second when its heavy truck businesses are considered. The German automotive giant also wants to be the world's leading premium carmaker. "Competition in the premium segment is more intense than ever," said Audi CEO Rupert Stadler to Bloomberg.

Watch the Le Mans Audi R8 safety car drift during red flag

With open-wheel, prototype, and GT cars so dependent on keeping their tires warm, European series enlist much higher-performance cars than the family sedans that pace the NASCAR field. That also means their drivers need to know their way around a race track. Yannick Dalmas, the driver of the 24 Hours of Le Mans' Audi R8 safety car, proved that point during heavy rains yesterday. The four-time Le Mans champ and former F1 driver had a bit of a moment during the red flag. We don't know if Dalmas was having a bit of fun or genuinely getting out of trouble on the deluged track, but cameras caught him executing an lurid drift that will probably end up in an Audi commercial in the near future. It's hard to tell what section of the track Dalmas went drifting at – it's pitch black in the video – but based on the downward, right-hand bend, we're guessing it was between Tertre Rouge and the start-finish line, maybe in the Esses. You can see the big moment in the video, which generated plenty of cheers from the red-flagged racers and their pit crews. Stick around for the end of the video for Porsche driver Mark Webber's impressed reaction. Related Video: News Source: TheGamingCouple via YouTube Motorsports Audi Coupe Racing Vehicles Performance Videos circuit de la sarthe