The positive side to subscription features is one that will likely result in their permanence. By keeping selected functions active for the duration of their ownership or lease period, customers can reduce average ownership costs. For example, owners going on a road trip can activate adaptive cruise control or satellite navigation and stop paying for it when not required.
The problem is that most consumers are not educated enough on the subject yet still have an opinion. Customers think that they’re being charged twice for the same product when, in reality, subscription fees have the ability to reduce manufacturing costs by employing identical hardware throughout a single production line. That means a lower MSRP. There are other benefits, too, including greater potential resale values, but even after BMW explained how the process worked on numerous occasions, most observers reacted only to sensationalist headlines, not facts. Can Audi do any better?
Audi USA has not said whether the subscription-based services would make their way to the United States, but we wouldn’t be surprised. CarBuzz has reached out for comment.
