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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.

If you're a Daimler exec, you'll soon have to drive an EV

Luckily, for Daimler's "senior level" managers, the company has a lot of plug-in vehicle options. Lucky because "in the future," these managers will have to drive the company's electrified vehicles. This most likely means a plug-in hybrid – something like the C 350 e or the GLE 500 e 4MATIC – but it could also be the all-electric and peppy Smart ED or the B-Class EV. Board member Ola Kallenius said in a statement (available below) that this new policy, "We are continuing on the path of zero-emission driving with consistency. This is why we are making electric mobility an integral part of the everyday lives of our top management to set an example and to provide a clear role model." It's a big change from five years ago, when Daimler's director of fuel cell and battery drive development, Christian Mohrdieck, was willing to talk up the drawbacks EVs face. Even a year ago, Daimler CEO Dieter Zetsche explained the financial hardships involved in making EVs. But, EV technology continues to change, and so, perhaps, do the attitudes inside Daimler. As EV advocate Chelsea Sexton said on Facebook regarding this new policy, "This should be standard procedure in any automaker seeking a leadership role in the plug-in vehicle movement. Commitment starts at the top." Related Video: Electric Mobility: Daimler Management leads by example Daimler is once again setting a new milestone on the road to zero-emission driving: In the future managers will drive electrified company cars. Furthermore, Daimler is this year set to invest a further 30 million euros into extending the company's own charging infrastructure across many of its sites. This will also benefit employees, who have access to a growing range of vehicles with alternative drive systems. Stuttgart. It represents a further commitment from Daimler to an electric future for mobility: "We are continuing on the path of zero-emission driving with consistency", states Ola Kallenius, member of the Board of Management of Daimler AG responsible for Mercedes-Benz Cars Sales and Marketing, about the importance of the current initiative. "This is why we are making electric mobility an integral part of the everyday lives of our top management to set an example and to provide a clear role model." The agreement applies to the company's senior levels of management and focuses on plug-in hybrids.

Brabus takes Mercedes-Maybach even further

Hard as it may be to imagine for most, even the flagship Mercedes-Maybach S600 won't be enough for some. And those individuals can now turn to Brabus to customize their limousines even further. The latest tuning package includes an array of enhancements, starting with the engine. That's where Brabus has installed all the upgrades from the Brabus Rocket 900, boring the 6.0-liter twin-turbo V12 out to 6.3 liters, and producing a massive 887 horsepower and 1,106 pound-feet of torque. That'll propel the limo up to an Autobahn-crunching top speed quoted at 217 miles per hour, reaching 62 in just 3.7 seconds. Buyers going for the less potent Maybach S500 offered in certain markets can also opt for the Brabus B50-540 performance kit, which offers 83 extra hp and a further 88 lb-ft of torque. Brabus has also fitted a choice of 21-inch wheels, retuned suspension dropped by an inch, a full aero kit, and new radiator grille. And as sumptuous as it is already, the tuner is also offering upgrades to the interior with special leather and Alcantara upholstery, wood and carbon-fiber trim, and its full iBusiness suite. All of which promises to make the flagship Mercedes even more expensive, of course, but if there was ever an example of "if you have to ask, you can't afford it," surely the Maybach is it. BRABUS refines the new Mercedes-Maybach 662 kW / 900 HP, 1,500 Nm, top speed 350 km/h plus, high-tech forged wheels, sporty-elegant design and even more luxurious BRABUS fine leather interiors The new Mercedes-Maybach represents the absolute pinnacle of state-of-the-art automotive engineering. Nonetheless, even this luxury sedan offers room for individual refinement, which BRABUS (Brabus-Allee, D-46240 Bottrop, phone + 49 / (0) 2041 / 777-0, fax + 49 / (0) 2041 / 777 111, internet www.brabus.com) realizes with a select team of the best engineers, designers, technicians and master craftsmen. The BRABUS ROCKET 900 6.3 V12 twin-turbo increased-displacement engine provides the Mercedes-Maybach S 600 with an enormous rated power output of 662 kW / 900 HP (887 bhp) and a peak torque of 1,500 Nm (1,106 lb-ft). Top speed is in excess of 350 km/h (217 mph). To match the extreme performance of the luxury liner, the appearance of the four-seat car receives some sporty-elegant emphasis with BRABUS aerodynamic-enhancement components and BRABUS Monoblock "PLATINUM EDITION" 21-inch forged wheels. Another BRABUS domain is exclusive interior design.