Functions on Demand: a modern approach to individualization
With its human-centric approach, Audi puts people at the center. Digitization offers new opportunities - including Functions on Demand. Audi is responding to the changing needs of customers in their various life situations with a digital offering. Audi customers can add select features for certain models¹ after purchasing their vehicle - quite simply via the myAudi app². New vehicle functions are activated directly after the feature purchase is completed and the vehicle is restarted, without the need for a visit to the dealer.
Navigation, light function package or adaptive cruise control - customers decide for themselves if they want to purchase the available function. The functions that can be purchased depend on the vehicle model and market. In addition, the time period of the subscription varies depending on which vehicle feature is purchased.
¹"Functions on Demand" is already available in the Audi e-tron (from MY 2020), Audi e-tron GT, Audi Q4 e-tron (from MY 2023), the models A3 (from MY 2021), A4 (from MY 2020), A5 (from MY 2020), Q5 (from MY 2021)
²Depending on country-specific availability. The current compatibility of the iOS/Android operating system can be found in the description of the myAudi app in the relevant app store. Prior registration at www.my.audi.com is required.
¹"Functions on Demand" is already available in the Audi e-tron (from MY 2020), Audi e-tron GT, Audi Q4 e-tron (from MY 2023), the models A3 (from MY 2021), A4 (from MY 2020), A5 (from MY 2020), Q5 (from MY 2021)
²Depending on country-specific availability. The current compatibility of the iOS/Android operating system can be found in the description of the myAudi app in the relevant app store. Prior registration at www.my.audi.com is required.
Mr. Schliewe, Functions on Demand currently refer primarily to hardware functions: What can we expect in the future?
We see the growing need of our customers for carefree use instead of ownership. The focus of Functions on Demand is on individual needs, enabling flexible purchase and activation of more and more features that our customers can then use to suit their lifestyle. In the future, the vehicle will become a living space. The aim is to offer customers features that support precisely this. Important areas here are, for example, relaxation, entertainment, and well-being. I can therefore imagine that in the future our range of products will include not only hardware equipment but also other entertainment features such as games or office functions, as well as new technologies.
How will increasing digitization influence mobility in the future in general?
The mobility of the future will be networked on a fundamental level. The customer experience and the networking of transport ecosystems will become increasingly crucial. Until now, much of the focus has been purely on the interaction between the vehicle and those driving it. These ecosystems will become more holistic. For mobility as a whole, network and intelligent transport systems could help improve traffic flow and make journeys more efficient in the future.
What would you personally like to see?
I associate mobility with experiences and the time you spend with people who are important to you. And I believe that automated driving will fundamentally change the mobility of the future in this direction. The current Audi concept cars already show a vision of the mobility of the future and how the car could become a place for individual experiences - which can then also be permanently or flexibly expanded to suit personal interests thanks to Functions on Demand.
