Audi is planning to improve the software features in their software-defined vehicles. They aim to enhance the driving experience by offering new and innovative features. In case you don’t know, software-defined vehicles (SDVs) are revolutionizing the automotive industry by allowing cars to run and add new features through software updates. The technology behind OTA (over the air) updates, pioneered by Tesla, is becoming increasingly popular as electric vehicles become more prevalent, enabling a higher level of integration with software-defined technology. This is unlocking possibilities that were previously unimaginable, and changing the automotive industry in ways that were once thought impossible.
Oliver Hoffmann, Audi’s technical development chief, revealed to Autocar that the company is actively exploring ways to expand the range of on-demand features in their upcoming vehicles. With this new feature, customers will have the ability to customize their vehicles according to their preferences and needs, providing a more personalized driving experience. Audi’s commitment to continuous innovation and improvement is evident in their efforts to incorporate the latest technology into their vehicles. According to Hoffmann, Audi’s decision to make this change is based on customer demand, rather than a desire for increased profit margins.
“This is a big step. I think there is a demand from the customer to bring new functions in the car, and this is a profit pool for us – but we don’t see these revenue pools with this kind of functionality,” Hoffmann added. He did not state which on-demand features Audi plans to introduce, but he did say that this will be “quite normal in the future.”
Audi’s two electric SUVs currently offer subscription-based features such as light animations that play through the headlights and taillights while locking and unlocking the vehicle, an auto high-beam function, and automated parking. These features can be added by using the myAudi app. As a reminder, these vehicles already have these features built-in, but they are locked, and customers can unlock them through the app without needing additional hardware or a visit to the local dealer.
It will be interesting to see how customers react, given that only some are willing to pay extra for already built-in capabilities. Are Subscription-based features a fad, or are they here to stay? Let us know in the comments below!
Don’t forget to subscribe to AudiSpeed for more Audi news and content.
