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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-Benz GLE gets official before NY Show

Hot off the debut of the GLE-Class Coupe just a few months ago at the Detroit Auto Show, Mercedes-Benz is now all set to unveil that SUV's more utilitarian sibling. The new GLE-Class will offers buyers a model that's a little more traditional looking, while still bringing heaps of available power and luxury to the table. The new GLE-Class replaces the ML-Class in Mercedes' newly renamed lineup. At the front, there's a new nose with a clear family resemblance to the Coupe. It sports big openings all over, and standard models wear an attractive two-bar grille or a just a single crosspiece for AMG trims. Once your eye moves past the A-pillar, the design becomes more of an evolution of the current ML. The prominent C-pillar and wraparound rear glass are still present, while the creases running down the profile appear a little sharper and more pronounced. As you might expect, the interior for the GLE-Class is practically identical to its Coupe counterpart. That means drivers get a thick, multi-function steering wheel to hang on to, and there's a large infotainment display poking up above the dashboard in the center. A center-console-mounted dial controller is found below. When it comes time for buyers to pick their GLE-Class, they're going to have a long list of powertrains to choose from. Lowest in terms of horsepower is the GLE300d 4MATIC with a 2.1-liter, four-cylinder diesel making 201 hp and 369 pound-feet of torque. Next, there is the gasoline-fueled GLE350 with a 3.5-liter V6 making 302 hp and 273 lb-ft, and it's also available with 4Matic. The GLE400 4Matic uses a twin-turbo 3.0-liter V6 to make 329 hp and 354 lb-ft of twist, and the GLE550e 4Matic adds a plug-in hybrid to that mill to bring total output to 436 hp and 479 lb-ft. Finally, for those that really want some power underfoot, the Mercedes-AMG GLE63 and GLE63 S boast twin-turbo 5.5-liter V8s putting down 550 hp and 577 hp, respectively. The standard models all use versions of the 7G-tronic gearbox, and AMG models get the Speedshift MCT seven-speed. We look forward to getting a good look at the GLE-Class at its grand unveiling at the New York Auto Show on April 1. The posh SUVs start arriving at dealers a few months later in August. Buyers wanting the GLE550e 4Matic have to wait just a little longer until it comes along in mid-September. View 19 Photos View 11 Photos World Premiere for the Mercedes-Benz GLE and Mercedes-AMG GLE63 Efficiency meets performance Stuttgart.

Mercedes' CEO says Google should study car use, not car building

Google is rapidly throwing its massive weight into many facets of the auto business. Not only does the search behemoth want to take on Uber, offer car insurance quotes and run a specific version of Android on future infotainment systems, but the company is also at least toying with the idea of constructing its own completely autonomous vehicles. Such a powerful corporation entering the industry could frighten some automakers, but Daimler boss Dieter Zetsche isn't worried. The mustachioed executive doesn't believe that Google actually means to become an automaker but is instead just studying how people use cars. "Google and the likes want to get involved, I don't think in the first place to build vehicles," he told analysts, according to Reuters. Zetsche sees future collaboration with the technology giant in a quite nuanced way in that there are some things they can be partners on and other places where the two corporations might be competitors. One area where Zetsche potentially predicts an antagonistic relationship with Google regards data privacy, a concern is becoming a hot topic in the auto industry at the moment. Zetsche foresees the future of safety in Mercedes-Benz vehicles as protecting occupants not just physically but also safeguarding their personal information. "To be able to provide that, we have to keep control, and we can't do that when it is collected by Google," Zetsche said to Reuters. News Source: ReutersImage Credit: Gero Breloer / AP Photo Mercedes-Benz Technology Emerging Technologies Infotainment Autonomous Vehicles