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.
The key to making this possible is the implementation of in-car Internet connectivity across Audi's range, similar to what was installed in the 2011 A8 sedan.
It would be costlier for Audi to install the hardware (such as seat heaters) at the factory, but the price premium could be offset when the model mix is simplified.
In addition, imagine having your car designed to your detailed preferences in only minutes by unlocking certain applications. Currently, Audi's customers have to wait about 12 weeks for their built-to-order vehicle to get delivered.