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2016 Audi A6 First Drive [w/video]

The Audi A6 could be seen as a singular kind of sleeper. It sells in volumes that are one-half to one-third those of its German competition. The sedan doesn't command a conversation much less the imagination, its history bereft of iconic brand identifiers. Think of the way the E28 BMW 5 Series turned the segment into something to be proud of, or those double headlamps from the W210 Mercedes-Benz E-Class, or that other E from 1986 simply known as Der Hammer. There is currently no RS6 sedan in the US to draw halo attention to the clan. And it was the first in its segment to slip into a design lassitude such that you had to check the badge to make sure it wasn't a different Audi. However, I look at the A6 from the other side: it's an underappreciated gem. With the 3.0-liter supercharged V6, it's a thoroughly fun steer. It has more power and torque than the competition. I think it has the finest interior. It's probably my favorite sedan in the segment considering how many boxes it checks before you cross the bridge to things that begin with S, M, and AMG. But you have to get to know an Audi in order to comprehend what it possesses, and the "product improvement" rolled out for the 2016 A6 won't change that. I'll call these "blind spot updates," because someone needs to point out where they are, and even then you've got to work to see them. Nevertheless, they're there, in places like the wider grille, new headlights and taillights with revised LED DRL signatures, new bumpers, side sills, rockers, and trapezoidal tailpipe finishers. The interior and driver assistance systems get gussied-up. The interior and driver assistance systems get gussied-up, too. The base A6 2.0T can be had with driver aids now – Audi pre-sense comes standard, the night vision assistant will identify animals, and the blind spot monitor works with lane keep assist to give you even more warning before changing lanes. There are two new colors and new inlays, like the layered walnut on the tester I drove, which is an upper-tier luxury feature that's finally filtered downstream. The biggest interior rework comes via the MMI system, which gets the Nvidia Tegra 3 quadcore chip pushing graphics to a retractable, eight-inch touchscreen. The additional processing power allows for new features like expanded codec playback – you can now play uncompressed .flac files straight through the stereo.

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.

TRANSLOGIC 148: Audi A3 Sportback E-Tron

We get an early drive of Audi's first plug-in vehicle for the U.S. market, the A3 Sportback E-Tron PHEV. Part of Audi's all-new A3 lineup, the Sportback E-Tron boasts an estimated electric driving range of about 30 miles at speeds up to 80 miles per hour. Find out what the future holds for Audi and their E-Tron vehicles.