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.”
This is in response to customer demand, he said, rather than a ploy to generate significantly higher profit margins. “A few years ago, there were ideas to generate more revenue on digitalisation functions than by selling cars,” he said.
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