Audi cars will be able to download iPhone-style software applications

Not only can downloadable applications later on replace factory-installed options but they could be rolled out into Audi products by the end of the decade, according to Peter Schwarzenbauer, Audi’s sales and marketing chief.

Schwarzenbauer said that rather than force customers to choose and pay for options while ordering, they can just pay for and download an “application” that unlocks or modifies features. In an interview with Autocar, Schwarzenbauer said that customers may opt to activate heated seats, performance tuning, and enhanced navigation capabilities using this method.
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pushrod27 - 5/21/2010 11:57:15 AM

+6 Boost

activate heated seats via download? so the heaters are in the seats, but disabled until you download an app... are you fkng kidding me? that's one of the dumbest ideas I've heard this week.

Terry989 - 5/21/2010 12:37:00 PM

+7 Boost

It is dumb and even seems counter intuitive at first. For example, why would you add heating elements to the seats, when not everyone will request or activate them? Well, it may be cheaper in the long run since it reduces stocking costs, reduces the amount of part numbers and lets the manufacture take advantage of volume production pricing.

Many manufactures are already doing this, although probably not to this extent and ease of use. I know Porsche has functionality built into there cars that they sell as an option, but can also be enabled by the dealer through the OBD II port.

PlanB - 5/21/2010 1:04:28 PM

+4 Boost

Fords new system does this also. Will be available first in the the new Edge later this year.

America - 5/21/2010 2:24:03 PM

+7 Boost

I hope I can watch the latest BMW bashing ads with an Audi app right on the pop up screen. Or maybe download an app for 50/50 weight distribution! That would be sweeet!!

1dott8 - 5/21/2010 4:19:09 PM

-2 Boost

i think this is a great idea. i can also bet they wont be the only ones to do this in the future.

Brembo - 5/21/2010 4:28:42 PM

+7 Boost

Some hacker genius would buy a low-end version and hack open all the options. So sweet!

I95SPEEDINGTICKETS - 5/21/2010 6:07:15 PM

+2 Boost

Exactly what i was thinking.

In Fact. There will be a whole business sector dedicated to cracking the codes to unlock features.

Like Iphone Unlocking Services.