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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 TT Quattro Sport Concept takes the next-gen to the extreme

There's little doubt that the new Audi TTS and its 310-horsepower, 2.0-liter, turbocharged four-cylinder will be very quick when released to the general public. As a means of reminding us that Audi can do much more with the little TT, though, the German manufacturer has presented this, the TT Quattro Sport Concept, alongside its litter of new sports cars.
Complete with a 420-horsepower, 2.0-liter, turbocharged engine - yes, it really puts out 210 horsepower per liter - the TT Quattro Sport can snap to 62 miles per hour in just 3.7 seconds. 331 pound-feet of torque is also on offer, meaning this one-off TT outguns the TTS by 110 horsepower and 51 pound-feet of torque.
An S-Tronic transmission shuffles the power about, while the car itself rides on a lowered and stiffened suspension. 20-inch alloys are featured with centrally locking, racing-style hubs. Those racy wheels are housed in wells that have had their arches stretched an additional 1.18 inches, which, along with the lowered suspension, contribute to the TT's aggressive looks.

Next Audi A8 to drive itself up to 37 mph

Audi has been publicly, loudly, working the autonomous angle for years - it was working on Shelley, the autonomous TTS that would climb Pikes Peak in 27 minutes, way back in in 2009. Parent company Volkswagen had been working with Stanford University on autonomous vehicles for five years before that, and the same program collaboration would take the lead in Audi's efforts here. Where are we now? Well, a convoy of Audi A7s just drove journalists from San Francisco to the Consumer Electronics Show in Las Vegas, with "piloted driving in 100 mile stints." On the highway, the "piloted driving" A7 works up to 70 miles per hour and can change lanes, pass other cars, accelerate and brake on its own. A report in Autoweek says public adoption of the technology will continue with the next-generation A8, which will be able to navigate on its own up to 37 mph, make its way through traffic, find a parking spot and park itself. Over time, capabilities will be added - like a higher mph limit - as the technology and the legal issues are fine tuned. The A7 that just did the SF-to-LV run doesn't work in cities, only on highways, so it appears Audi is kicking this off with the abilities demonstrated in an A6 Avant last year at CES. That car had a Traffic Jam mode that only worked in dense traffic and up to 40 mph, but when in operation, it allowed the driver to watch a movie or conduct a videoconference. We have a feeling those two bits of icing won't be included in the fourth-generation A8, though. We'll be late to the party when the big sedan comes; Audi says it will go on sale by the end of 2016, but the US isn't expected to get it until 2017 as a 2018 model. Featured Gallery Audi A8 Spy Shots News Source: AutoweekImage Credit: CarPix Audi Technology Autonomous Vehicles Luxury Sedan