Audi Opens The Gates And Allows Lamborghini Technology Advances To Flow Downstream

Lamborghini will showcase the Huracan LP 610-4, its newest technology-packed supercar at the Beijing auto show, with the model set to spice up its parent company Audi's own offerings just as the premium carmaker struggles to prove its technical prowess.

Audi has little to show this year opposite rival BMW Group's new "i" series of electric cars or Mercedes-Benz's spate of redesigned models and company sources have said overhauls of the brand's top-selling A4 sedan and Q7 SUV will be delayed until 2015.

Some analysts even say that, while German rivals are pushing new technologies and designs, Audi risks looking like a laggard in an industry where innovation is key.

Lamborghini's technical advances may help Audi regain the initiative. The Huracan, which was unveiled at last month's Geneva auto show, has attracted over 1,000 buyers within two months of taking orders. The car is "is at least ten times more intelligent" than the Gallardo, the brand's all-time best-seller and predecessor, Lamborghini r&d boss Maurizio Reggiani said.

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MattDarringer - 4/17/2014 1:20:45 PM

+1 Boost

I for one am thankful that Audi is not excreting a road turd like the i3 or a wannabe Mitsubishi Eclipse looking thing like the i8. I am also thankful that Audi is not embracing ghetto bling styling like Mercedes. That said, Audi desperately needs a new look. While I like the A3, it does not look substantially different from the previous one. The TT is a total disaster. Audi is in a styling/product crisis.

GermanNut - 4/17/2014 1:26:12 PM

+1 Boost

Crisis? I'm not sure that's accurate considering Audi's global sales are up by 11.7% YTD through Q1 2014.

Fear not, the new more aggressive and differentiated styling direction will be previewed by end of 2014 in the form of the upcoming A4 Sedan and Q7 SUV.