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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.

10 electric cars we’re excited are coming soon

If you were considering buying an electric vehicle a couple years ago, we wouldn't fault you for thinking your options were limited, both in terms of quantity and quality. You just might not have been able to find an electric car that would suit your needs, lifestyle or budget. With the newest generation of EVs that have launched in the past year or two, your options have changed — and improved — dramatically. If you still don't see an EV you like, just wait a little while longer. It won't take long. There are a whole lot more on the horizon, and the problem may soon be in narrowing down your options. To give you an example, here are 10 electric vehicles we're excited about that you'll be able to buy very soon, from GM, from Germany, from Japan and more. Some of these will be available by the end of the year, and all are expected to launch by the end of 2023. The Chevy trio: 2024 Blazer EV, Equinox EV and Silverado EV GM is stepping into the future with strong footing. Following high-end electric launches from GMC (Hummer EV) and Cadillac (Lyriq), Chevrolet is bringing three electric vehicles with familiar nameplates. The 2024 Chevy Blazer EV (above left) will offer a number of versions, starting with the 2LT and RS trims in the summer of 2023, followed by the 557-horsepower SS in the fall and the base 1LT in early 2024. The 2024 Chevy Equinox EV (above right) will go on sale in fall 2023 as a limited-edition model, with volume sales ramping up in 2024, with a base cost of “around $30,000.” For those who prefer a bed to a liftgate, the 2024 Chevy Silverado EV is an electric pickup that looks more like the old Chevy Avalanche than the current Silverado. The WT (work truck) trim launches in fall 2023, while the 664-horsepower RST will follow in 2024. Read more: 5 new electric car companies coming in 2023 and beyond 2023 BMW i7 BMW revealed the all-electric 2023 i7 luxury sedan alongside the gas-powered 7 Series. It should go on sale before the end of 2022. The i7 xDrive60 will be the only variant, with its two motors providing a total of 536 horsepower and 549 pound-feet of torque, and its battery expected to offer a range of about 300 miles. Just like its internal combustion counterpart, this full-size sedan wonÂ’t come cheap, with the i7 starting at $120,295. 2023 Hyundai Ioniq 6 Following the Hyundai Ioniq 5, Kia EV6 and Genesis GV60, the 2023 Hyundai Ioniq 6 will be the fourth car using Hyundai GroupÂ’s E-GMP electric car architecture.

Buy a V8 Mercedes-Maybach, or splurge for a V12? Oh to have such problems

There's a certain air that surrounds the Maybach badge, and it's not just the scent being pumped out by the ionizer in the car's glovebox. It's the cream of the crop when it comes to German luxury. These cars are filled with an acre's worth of wood and a herd's worth of cows, ensuring your fingers rarely touch materials as pedestrian as plastic. It's as quiet, as smooth, and as imposing as you think it would be. Though the latest model from Mercedes-Maybach, the S550, might have swapped in a V8 and all-wheel drive in place of the V12 at the heart of the S600, no other amenities have been lost in translation. The car's size gives it a certain presence. Staring at the profile shows a wheelbase that spans two counties, necessitating a microphone and speaker setup simply so that the driver can converse with the passenger – and a Maybach will almost always have a passenger. No one buys a Maybach to drive. You buy a Maybach to be driven. No means of transport short of business-class airline seating offers this much space. Sit back, recline the seat, roll up the shades and enjoy your $167,125 cocoon. But you know all of that already. What you really want to know is if $25,000 - the V12-powered S600 starts at $192,225 - is worth it to gain an extra four cylinders, 74 horsepower, and 96 lb-ft of torque. On paper, no, it's not. The two cars have identical performance numbers, and the S550 benefits from Mercedes' 4Matic all-wheel-drive system. Even with all-wheel drive, the S550 weighs less than the nose-heavy S600. Fuel economy is, as expected, superior in the S550. It's rated at 16 city, 24 highway and 19 combined as opposed to 13 city, 21 highway, and 16 combined. Visually, the two cars are identical save for a few badges. The V12 badge on the S600 is replaced with a 4Matic badge on the S550, and that's where things start to get murky. When you're spending six figures on a car, decisions become more emotional than practical. $25,000 is a lot of money, but there's a bigger difference between $25,000 and $50,000 than there is between $167,000 and $192,000. As stated, you don't buy these cars to drive. Performance needs to be merely adequate. A smooth, torquey V12 is likely preferable to a hairy-chested V8, refined as it may be. These cars will never touch redline, lest the passengers spill their champagne. Plus, that V12 badge is worth its weight in country club memberships. Driving an S550 is fine until an owner shows up at an event behind an S600.