this post was submitted on 14 Mar 2024
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The subscription model for features on a car is shitty for a host of reasons, but at least they're still offering the option to buy them outright like normal. If you really value ownership then at least you can purchase the car and buy these addons up front.
I'm going to go against the grain here and say I do see why they think doing this could be attractive to customers. I'd wager to say that ownership of their vehicle isn't a priority, just look at how many people lease their cars now vs buying outright. This is a market that will have the car and replace it within 3 years. So these type of people may purchase upfront an extra they absolutely do care about and must have, but if there's something else they're a bit unsure of, they could leave it off, get the subscription for a month to try it, and then decide if they want to continue on a longer plan to keep the feature.
Looking around a bit, it seems like you have a myAudi app which you register your VIN to which then lets you access the additional features.
https://www.audiusa.com/us/web/en/about-myaudi/vehicle-functions.html
Problem with that is that it implies that you are the one purchasing the features for that vehicle. If the vehicle is sold as used then you unlink the VIN from your account so that the new buyer can register the VIN to them. Then the new buyer seems to have "nothing" and has to "purchase any of those features permanently" again.
With such a system in place, I could imagine that a proper Audi dealership can be authorized to "continue a permanent subscription" to a new used car buyer (or Audi can just offer those sorts of upcharges at the point of sale).
Regardless, permanent only likely applies to your ownership and not to the vehicle itself.
Tesla's do this.