Audi Going Big With On-Demand Subscription Features From 2024

Audi is considering introducing on-demand features to its upcoming line of vehicles, such as the new A4, reports Autocar.

This is according to Oliver Hoffman, head of the Technical Development division, who said Audi wants to provide customers with the ability to add features on an ad hoc basis. “With our next generation of electronic architecture, we will bring more offers to ‘function on demand,’ and you will see year by year we will bring new functions in the cars.”

While reactions to automotive subscriptions have been largely negative, several automakers have looked into this idea and implemented it in specific markets. It’s a strong source of revenue for manufacturers, but Hoffman insists Audi is responding to customer demand. “A few years ago, there were ideas to generate more revenue on digitalization functions than by selling cars,” he said.