2014 Bmw 5-series Luxury on 2040-cars

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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.

BMW performance engineering boss wants an M7

Audi has the S8, Mercedes has the S63 AMG and Jaguar has the XJR, but BMW has always held that an M7 wasn't justified, leaving its associated Alpina line to tackle that market with the B7 (pictured). The chief engineer at the M division, however, feels otherwise.
Speaking to Autocar, the BMW M development chief Albert Biermann indicated that he would like to see the M division do a performance version of the 7 Series to compete with the above-mentioned models, but that there are no current plans in place to do so. Neither did he specify what kind of engine it would have, or if it would be badged, for that matter, as an M7 or an M Performance model.
The latter is the approach which the M division is reportedly taking with performance versions of BMW crossovers beyond the X5 M and X6 M, such as the X3 and upcoming X4. The division is also said to be developing a performance-tuned xDrive system to compete with AMG's new all-wheel-drive models, as well as a potential M3 GT to join the new M3 sedan and M4 coupe with a slantback bodystyle.

2015 BMW M3 Sedan

BMW's all-new M3 Sedan is dynamically nearly identical to its two-door M4 Coupe sibling: a stopwatch reveals that both are sub-four-second cars to 60 miles per hour, a racetrack proves that the mechanical twins are equally as adept on a road course and a full afternoon of driving on public roads demonstrates that each possesses talented everyday adaptability.
Yet after driving both BMW models back-to-back over two full days in Portugal, it's clear there are a few noticeable differences, both objective and subjective, that don't require instrument testing to reveal. All it takes is a few hours behind the wheel of both cars to conclude that one is slightly more agile, and the other a bit more twitchy. One has better outward visibility, while its counterpart is unquestionably more convenient.
It is the little things - subtleties attained through seat-of-the-pants observations - that eventually allow me to choose a favorite.