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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.

BMW recaps the glory days of M3 performance

Next in the BMW series chronicling the M3 come the second-generation E36 and third-generation E46 models. The E36 ran from 1992 to 2000, upping the game over its predecessor with a 3.0-liter inline-six that started out with 286 horsepower in Europe, or 240 hp when it came to the US in 1994. By the time it ended its run in 1999, it had vastly expanded the lineup and ushered in some key BMW firsts. Going beyond the coupe-only E30, the E36 added sedan and convertible bodystyles, and gave us BMW's Vanos variable cam timing system and the six-speed SMG sequential gearbox. The E46 that launched in 2000 would pare down the bodystyles to coupe and convertible yet go further with design and technical changes. The 3.2-liter inline-six shared only three minor components with the previous motor and put out 333 horsepower at 7,900 rpm. It introduced the power dome, fender vent, and inset exhaust tips as design trademarks. The special editions included the Euro-only M3 CSL, and the second-generation homologation special M3 GTR with a 493-hp, 4.0-liter V8, of which just ten were made. Having made the complete transition from racer for the street to comfortable, perfectly balanced sports car, BMW sold even more of the E46 with just two bodystyles than the E36 with three. Check out the video on the E36 above, then enjoy the look back at the E46 below. If you want to catch up on the latest BMW M3 and its M4 siblings, take a look at the video at the very bottom. Related Video: