Starting in 2024, Audi plans to broaden the ability for vehicle owners to remotely enable additional functions for a one-time fee, according to industry reports. This move signals Audi’s intent to offer more practical conveniences without recurring subscriptions, while still maintaining a strong emphasis on value and control for the driver. (Citation: Audi development brief, as reported)
At present, Audi e-tron electric vehicle owners can use the proprietary app to toggle between low and high beam settings, trigger a light animation when locking the vehicle, and enable automatic or assisted parking. These features demonstrate Audi’s commitment to integrating intelligent convenience features into the driving experience, while providing a seamless interface for owners to interact with their car from a distance. (Citation: Engine1 coverage, as reported)
Beyond extending this app-based capability to a broader lineup, Audi is also anticipated to increase the range of activatable options that can be purchased for a one-time fee without a dealer visit. This approach aims to empower owners with flexibility and immediacy, aligning with a trend toward more on-demand capabilities across modern vehicles. (Citation: Audi product strategy briefing, as reported)
“With our next-generation electronic architecture, we will add more options for ‘options on demand,’ and you will see us adding new features to cars every year,” stated Oliver Hoffmann, Audi’s technical director. The comment reflects a clear road map: as software-driven features become more integral to vehicle value, Audi intends to expand functionality incrementally, delivering ongoing enhancements that can be activated by owners when desired. (Citation: Official remarks, as reported)
Historically, other automakers have explored similar paid-option models. For instance, BMW previously rejected the idea of paid subscriptions for heated seats, underscoring differing corporate philosophies about how to monetize in-car features. The evolving landscape shows a broader industry push toward flexible, vehicle-specific upgrades, while balancing affordability and user satisfaction. (Citation: Industry commentary, as reported)