In the buildup to the 2014 24 Hours of Le Mans, Audi delivered an amusing video that worked on the playful rivalry between the German brand and its favorite frenemy, Porsche. We called it sibling rivalry, and at the time, it may have been just that. But just like sibling rivalries, it's all fun and games until someone gets hurt, and that's just what seems to be about to happen in the formerly peaceful Volkswagen Group family.

A new report from Automobile calls out the growing animosity between Porsche, who is backed up by Bentley, and Audi, whose primary ally is Lamborghini. No blows have actually been thrown, although there is a fair amount of "he said, she said" going on.

As Porsche tells it, for example, the new global fullsize SUV architecture being developed by Audi isn't up to snuff, citing size and structure issues, as well as an inability to accommodate a wide variety of engines.

Audi and Lamborghini, meanwhile, are less than thrilled with the work that Porsche has done on the replacements for the next-next-generation R8 and Huracán, neither of which is due until early next decade. According to Automobile, the new platform probably won't be too kind to the various six-, eight- and 10-cylinder engines used by Porsche, Audi and Lamborghini.

More troubling than the "he said, she said," though, is the one-upmanship and competitiveness that's developing. Both Audi and Porsche are developing a luxury car platform, burning through some $4 billion of mom and dad's (Volkswagen's) money in the process.

Naturally, Porsche seems to think its modular standard platform (MSB), which is slated for the Panamera, would also do well in the Audi A6, A7 and A8. Audi, meanwhile, is happy building its own platform for the three largest cars in its portfolio. It's that sort of stunning inefficiency that can doom manufacturers, and it's certainly not something we'd expect from the Germans.

"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," an anonymous chief strategist for VW told Automobile. "Audi and Porsche must stop fighting over architectures and concentrate on diversification by content. It's as simple as that. And as difficult."


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    • 1 Second Ago
  • 23 Comments
      ilovepartygirls
      • 5 Months Ago
      DIZ NU COMMENTZ SEKTION IZ KUNFOOZING
      ACSRHS
      • 4 Months Ago
      Wait, if I'm reading correctly... Does that mean there's a slight possibility that Audi may get a RWD platform?
        LW
        • 4 Months Ago
        @ACSRHS
        The current platform is RWD agnostic. They just chose not to have a RWD version.
      Bernard
      • 4 Months Ago
      VAG is too big, the bureaucracy will crush the individuality of these brands until they're all making the same econo appliance with 50 different badge variations. VAG is the new "Old GM"
      Eta Carinae
      • 4 Months Ago
      What VWAG needs to understand is in the luxury auto business.....your major players (porshe and audi) are going to hemorrhage alot of money through R&D.....we may have not seen the 918 if you dont let these companies do what they want......its not like there building cars that dont have LARGE profit margins *looks at porshe*.......i would assume audi doesnt want the MSB platform because porshe is RWD oriented while audi is FWD leading to major interior changes such as leg room, parts changes, etc......differentiation between these companies might cost money, but its also what makes them special....
      carguy1701
      • 5 Months Ago
      "Naturally, Porsche seems to think its modular standard platform (MSB), which is slated for the Panamera, would also do well in the Audi A6, A7 and A8." Aye, that it would. The MLB platform's day is over.
      The Wasp
      • 4 Months Ago
      Audi and Porsche need to learn to follow VW's leadership like Seat and Skoda do -- take what you're given and like it. Audi should know as well as anybody that their success is based on high markup and fancy headlights. Porsche should know that their success is based on the legacy image of the 911 and extremely high markup on the sedan and CUV. These traits are things that won't last forever -- with the possible exception of the 911 heritage.
      FranknsteinBlack
      • 5 Months Ago
      Oh Audi, knock it off! Don't get gased because you make a few shiny baubles now. You are barely 6 generations removed from the 5000. And primarily leasing cars instead of actually selling them isn't brag worthy either. And lets not even mention that depreciation compared to Porsche. Auto Union, LOL...
        Lachmund
        • 5 Months Ago
        @FranknsteinBlack
        Oh look, another hater.
        Teddy
        • 5 Months Ago
        @FranknsteinBlack
        What the hell are you going on about? Mercedes and BMW lease more vehicles than Audi.
          Teddy
          • 4 Months Ago
          @Teddy
          Hey Tina did you era the original comment? Yeah thats what I thought. So why don't you stay on topic.
          Tina Dang
          • 4 Months Ago
          @Teddy
          We are talking about VW Luxe and Porsche... stay on topic.
      dfkd
      • 5 Months Ago
      "...the new global fullsize SUV architecture being developed by Audi isn't up to snuff, citing size and structure issues, as well as an ability to accommodate a wide variety of engines." What exactly does this mean? Seems a contradiction to me. Not up to snuff because it does support a wide varieties of engines or doesn't? Typo?
        torqued
        • 5 Months Ago
        @dfkd
        Looks like they corrected it.
        Brandon Turkus
        • 5 Months Ago
        @dfkd
        You're right dfkd. This was a typo. It should have read "inability to accommodate a wide variety of engines." Consider it tweaked.
      Avinash Machado
      • 4 Months Ago
      Sad.
      Michael
      • 4 Months Ago
      So the anonymous VW strategist wants to turn Audi and Porsche into what doomed Pontiac and Oldsmobile. While the two subsidiaries should share tech and parts, they should not share platforms unless VW wants to kill off one of it's own brands.
      Vassilis Alex
      • 4 Months Ago
      Audi can benefit a lot from Porsche's engineering. Its cars already look stunning, they have some of the best interiors but in terms of driving dynamics they aren't up to par. Porsche's know-how can change that and then Audis will be absolutely amazing cars.
      Richard
      • 4 Months Ago
      Is this why the current Q7 is going into it's 10th year in production?
    • Load More Comments
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