Brand increases scope of ad hoc features in response to customer demand
Audi will increase the scope of features available ‘on demand’ in its next-generation cars, including the A4, allowing owners to add functions and features after purchase and on an ad hoc basis. Technical boss Oliver Hoffmann told Autocar: “With our next generation of electronic architecture, we will bring more offers to ‘function on demand’ and you will see year by year we will bring new functions in the cars.
“A few years ago, there were ideas to generate more revenue on digitalisation functions than by selling cars,” he said. “This is a 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 was speaking after BMW said it would stop charging extra to activate hardware-based functions on its cars, following low “customer acceptance”.
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