New Audi Functions On-Demand Programme Lets Drivers Keep Their Options Open

As the new Audi functions on-demand programme enters its first launch phase the term ‘optional equipment’ will soon apply not only to enhancements that customers can specify before their Audi is built but also to the factory fitted extras they can purchase and instantly activate from the comfort of home long after they have taken delivery. 


The new service will offer Audi drivers greater flexibility by enabling them to add an array of upgrades in areas including lighting, driver assistance and, in the longer term, infotainment retrospectively and for specific periods such as business trips or holidays. In the UK, the e-Tron electric SUV will spearhead the functions on demand roll-out, with more models to follow.

“It can often be well worth investing in the right tool for a specific job, but if that job isn’t frequently required the expense can be hard to justify, and the same scenario can apply where a vehicle’s optional extras are concerned,” says Director of Audi UK Andrew Doyle. “With our new functions on-demand service Audi customers who have already taken delivery of their car will now have the option to go online at any point during their ownership to book equipment upgrades that they may not need regularly, but that would make life easier for a period, or even just for a particular purpose like a driving holiday or a rush-hour trip into the city. This is just one of the numerous initiatives we are championing to ensure our customers benefit from maximum flexibility and convenience.” 

One-off try before you buy opportunity

To gauge the merits of a particular feature, customers have the option to test it on a one-off basis for one month at a nominal cost before committing, and they can then either choose to extend their usage of the function or leave their booking to expire automatically without any further input needed on their part. 

The booked functions always apply to the car rather than to the customer, meaning that when the car is sold they remain active for the full term that has been booked and can be used by the next owner. In addition, the next owner can choose to book further functions later on to suit their needs, making the car considerably more attractive as a used purchase proposition.

The type and extent of options offered as part of the functions on demand programme will depend on the model. In the inaugural phase for the e-tron SUV they include the possibility to add a lighting package which upgrades the standard LED headlights to Matrix LED specification and a park assist system to make lighter work of parking manoeuvres.

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