Audi and Porsche relationship getting testy? VW Group automakers including Lamborghini and Bentley arguing over platform sharing

[Sticky]

Audi and Porsche do not really like each other. They have to play nice as Volkswagen owns both of them now but Porsche and Audi each want to call the shots in the luxury segment. As Porsche expands its model lineup it continues to step on Audi's toes. Audi does not like this but Porsche also does not like that Audi made the R8 which definitely targets potential 911 buyers. Each company is taking offense with the other.

This in-house battle is increasing as Porsche and Audi both are dumping money into competing platforms. Rather than cooperating each wants to push their own platform. Porsche wants Audi to use its platform for the next generation Panamera for example. Audi wants Porsche to use its platform developed for the next generation Q7 to underpin the Cayenne but Porsche is saying the platform has to many deficiencies including limitations with engine choices. Volkswagen wants everyone in the VW Group to use Audi's design to save costs.

Lamborghini apparently is not too happy with Porsche as VW apparently is having Porsche design all the future sports cars in the VW Group. Lamborghini does not like what Porsche has planned for the Huracan successor. Audi who uses the Lamborghini platform for the R8 is also not happy with Porsche's approach so Lamborghini and Audi appear aligned against Porsche. Bentley on the other hand is happy with Porsche and their MSB luxury platform they intend to make use of.

Lamborghini wants its own chassis and one designed to accept V10 engines. Porsche is building a chassis around their flat-6 motors which obviously benefits them. Audi uses the Lamborghini V10 so they are with Lamborghini on this one. See the mess?

This is what a senior Volkswagen source stated on the matter, "If we don’t call the shots here at HQ, Audi and Porsche will never get their acts together. What these guys fail to understand is that they have to cooperate, not fight each other. We need to prevent individual sports car architectures and excessive proliferation, and to make Porsche’s MSB mandatory for both brands. Standardize the stuff that is really expensive: drivetrains, electronics, alternative propulsion systems, batteries, materials, methods, and processes. Audi and Porsche must stop fighting over architectures and concentrate on diversification by content. It’s as simple as that. And as difficult.”

This is a bit of a mess but when so many brands are added into the mix and have overlap it is simply a matter of time before people butt heads. If VW wants to prevent this getting messy they need their executives to step in and dictate who will use what platform. That or they can let the brands compete against each other. Who really wants the same SUV rebadged seven times?

It is going to be interesting to see what happens and how this is resolved.

Source

[ezec63]

Sounds like the VAG group is PMS'ing get them some midol and a tampon

[Sticky]

There's a lot going on inside of VAG.

[andrew20195]

There's a lot going on inside of VAG.

I can understand wanting to have all groups share one SUV platform to reduce costs in what is a large volume seller. I do not understand forcing Lamborghini to use a Porsche platform for the Huracan successor. Porsche and Lamborghini don't even make cars that are direct competitors.

This sounds like GM all over again, where Chevrolet, Pontiac and Buick had the same cars with slight differences in styling and interior equipment.

[Sticky]

I can understand wanting to have all groups share one SUV platform to reduce costs in what is a large volume seller. I do not understand forcing Lamborghini to use a Porsche platform for the Huracan successor. Porsche and Lamborghini don't even make cars that are direct competitors.

This sounds like GM all over again, where Chevrolet, Pontiac and Buick had the same cars with slight differences in styling and interior equipment.

It certainly is not going quite as smoothly as some had hoped. It might even be better if Porsche was still its own entity.

[Steve B. CBR]

I can understand wanting to have all groups share one SUV platform to reduce costs in what is a large volume seller. I do not understand forcing Lamborghini to use a Porsche platform for the Huracan successor. Porsche and Lamborghini don't even make cars that are direct competitors.

This sounds like GM all over again, where Chevrolet, Pontiac and Buick had the same cars with slight differences in styling and interior equipment.

In a way they kind of do. Prospective buyers will cross shop the Turbo S (200k) and the Huracan (200k+), so they're in the same ball park.

[andrew20195]

In a way they kind of do. Prospective buyers will cross shop the Turbo S (200k) and the Huracan (200k+), so they're in the same ball park.

Right, but the Turbo is more of a daily usable GT car with a rear-engined architecture. The Huracan is a mid-engine, entry level supercar. While they're in the same price range, they aren't really in the same niche.

[Steve B. CBR]

Right, but the Turbo is more of a daily usable GT car with a rear-engined architecture. The Huracan is a mid-engine, entry level supercar. While they're in the same price range, they aren't really in the same niche.

Correct, but see it like we see people cross shopping gtr's and corvettes or M3's and corvettes. On one hand you have rear space for kids, trunk space for whatever, on the other hand a 2 seat sports car. Same price range 2 different styles of driving.

[rawad1017]

lol can anyone imagine driving a lambo with a v6 engine