When that happens, the company sits on its laurels and the competition blows by.

In my opinion, one area where Audi is not competitive is in the engine department. If Audi wishes to dethrone BMW in North America then it needs to, at the very least, match BMW horspower for horsepower. That may sound silly, but the average car buyer is not an ethusiast and often buys for silly reasons. Until Audi does this, they will be known more for being luxurious than for being sporty.

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