Shulou(Shulou.com)11/24 Report--

CTOnews.com, Nov. 5 (Xinhua) in the face of opposition from BMW for charging users a monthly fee to unlock the car seat heating function, Audi still insists on developing and promoting the "on demand" service model, and hopes to lead other car brands in this regard.

Oliver Hoffmann, Audi's head of technology development, said the brand would accelerate the development and launch of "on-demand" services next year. At present, Audi offers only a few subscription features, but more will be available soon.

"with the launch of our next-generation electronic architecture, we will bring more services to on-demand capabilities, and you will see us introduce new features in cars every year," Hoffmann said. " However, he declined to say which features would be provided on a subscription basis, nor did he give details of the payment plan.

Currently, Audi owners can subscribe to a few features, such as the Matrix LED suite, with a choice of one month, six months, one year, three years or life. The fee for each option is different, and if you want to enjoy this feature for life, customers must pay 2325 euros (CTOnews.com Note: currently about 18158 yuan).

Although Hoffmann admits that there was a time when car companies thought that subscription functions could generate more revenue than selling new cars, he insisted that speeding up the development of these features is to meet customer needs, not to make money. "this is a big step," he said. "I think customers have a need to add new features to their cars, which is a source of profit for us. But we don't think this function will bring a lot of revenue. "

In his view, "on demand" is a way for customers to get more value over the life of the car, and they don't need to go back to dealers, they just need to use their apps to add the features they need. Hoffmann believes this kind of subscription will be "very common" in the future.

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