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buying Audi begins participating in our least favorite automotive trend

21:20  05 october  2020
21:20  05 october  2020 Source:   cnet.com

Subaru and Lexus buyers are most loyal to brands, J.D. Power study says

  Subaru and Lexus buyers are most loyal to brands, J.D. Power study says The latest Automotive Brand Loyalty Study shows it's becoming tougher for brands to coax buyers away from their rivals.The study, now in its second year, calculates brand loyalty based on the percentage of owners who stick with the same brand when trading in their current car or purchasing another one. It also accounts for any model year a customer trades in, though data collected comes from June 2019 to May 2020.

It's becoming increasingly clear à la carte features and options are part of the automotive industry's future. Tesla paved the way, and now, numerous luxury automakers are all aboard, from BMW and heated seats that may last for a period of time and Cadillac's hands-free Super Cruise highway driving assistant. Now, Audi joins the subscription-based feature bandwagon.

graphical user interface: Sigh. We don't like this trend. Audi © Provided by Roadshow Sigh. We don't like this trend. Audi

This past Thursday, Audi revealed it began rolling out "functions on demand" as it named the service. The language may differ, but the idea is the same: pay for various features if and as you want them. For example, Audi said its two electric cars , the E-Tron and E-Tron Sportback support LED headlight upgrades owners can purchase at any time. Instead of standard LED headlights, owners can purchase a subscription to the company's Matrix LED headlights with automatic high beams. There's a free trial period of sorts and the owner will need to supply purchase information if they want to "book" the feature for a period of time. If you decide to keep the feature after the trial period, Audi performs a secure transaction via its myAudi portal and the function becomes available the next time you start the car.

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The purchases are as they're described, though: subscriptions. Say you sell your E-Tron with the Matrix LED headlight subscription six months into a 12-month subscription. The new owner will have six months of the feature and then they'll be responsible for subscribing to the feature. Mind you, this is only rolling out in Germany and Norway for now, but you can make a very safe bet it will come to US-spec Audis sooner rather than later.

graphical user interface © Audi

In conjunction with the subscription model, Audi also rolled out what it calls "AudiPay." If owners choose, they can link their credit cars to AudiPay to purchase services, and eventually, the company plans to include external services as well, such as PayPal. AudiPay is now available in 20 European countries. Meanwhile, subscription features extend to the A4, A5, A6, A7, Q5, Q7 and Q8, aside from the two electric SUVs .

Electric Vehicles are Too Damn Expensive

  Electric Vehicles are Too Damn Expensive The average Josephine on the street can’t afford to step into most electric vehicles on sale in the U.S. today, Tesla CEO Elon Musk has admitted. “Our cars are not affordable enough,” Musk said during his second-quarter earnings call in July. “We need to fix that.” Electric cars and crossovers remain far too expensive to be daily commuters for the middle- and working-classes, who in congested urban areas, at least, may be turning to e-bikes instead, an electric segment in which U.S. sales spiked 92-percent in April and 137-percent in May, according to Bicycle Retailer and Industry News.

Audi E-Tron Sportback First Edition is one slick electric SUV

This was originally published on Roadshow.


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