Audi Expands Subscriptionbased Car Features Globally

Imagine your Audi vehicle no longer limited to its factory configuration, but capable of adding various features on demand, much like a smartphone. This is the vision behind Audi's new "Function on Demand" service, an innovative approach to enhance user experience through personalized vehicle functionality.

As part of the Audi connect® ecosystem, the "Function on Demand" service disrupts traditional vehicle configuration models by offering modular features through software subscriptions. This allows owners of base-model vehicles to subsequently activate premium features such as enhanced audio systems, advanced navigation, or driver assistance functions without requiring hardware upgrades or vehicle replacement.

• Compatible Models: 2025 Audi Q6 e-tron, A6 e-tron, and new Q5/A5 models
• Features: Developed with Fraunhofer IIS, the packages offer bass boost, automatic volume adjustment, music enhancement, and virtual surround sound. The Plus version adds virtual environment simulation.
• Pricing: $230 one-time payment per package (plus applicable taxes)

• Compatible Models: 2021-2025 e-tron® and e-tron Sportback
• Features: Dynamic lighting including cornering lights, steering-adaptive illumination, and reverse assist lighting
• Pricing: $260 one-time payment

• Compatible Models: 2022-2025 A3 and S3
• Features: Audi connect PRIME services plus virtual cockpit display
• Pricing: $80/month or $800/year

• Compatible Models: 2021-2025 A4/S4, A5/S5/RS5, and Q5/SQ5
• Features: Navigation, infotainment services, and full-speed Wi-Fi hotspot
• Pricing: $85/month or $850/year

• Compatible Models: 2021+ A3
• Features: Automatic speed and distance maintenance with braking capability

Customers can purchase and manage these services through the myAudi app, with activated features becoming immediately available. Audi emphasizes that driver assistance features require constant driver attention despite their automated capabilities.

The company plans to expand the service with additional features in alignment with vehicle connectivity trends, potentially including automated parking, remote control, and vehicle health monitoring options.