Audi now offers paid infotainment themes for its RS5 and RS5 Avant models, even though the cars already cost six figures. The move highlights a growing trend where automakers monetize features beyond the initial vehicle purchase through downloadable content and subscriptions.
The Rise of In-Car Microtransactions
Audi launched its “Themes” marketplace in the United States in late 2023, allowing customers to purchase custom backgrounds and visual elements for their infotainment systems. These themes range in price from $12.99, plus taxes and fees. As of October 2023, over 32,000 themes had been downloaded by U.S. customers.
The availability of these paid customizations on high-performance vehicles like the RS5 is notable because luxury brands traditionally offered more features upfront. Now, even affluent buyers are subject to additional charges for cosmetic enhancements within their cars. Audi recently expanded its theme library with seasonal options, including Halloween-themed backgrounds, among over 300 available options.
A Shift in Automotive Business Models
This practice reflects a broader industry shift toward recurring revenue streams. Automakers are increasingly relying on subscriptions and in-app purchases to boost profits, as traditional car sales become less lucrative. While some features, like advanced driver-assistance systems, can be justified as optional upgrades, charging extra for visual customizations has drawn criticism.
The move may erode the perceived value of luxury brands if customers feel nickel-and-dimed after making a substantial purchase. The fact that even high-end buyers must pay extra for basic customization options raises questions about the future of automotive ownership and the limits of brand loyalty.
The proliferation of paid features underscores a shift in how automakers view their relationship with customers. Instead of offering fully equipped vehicles, they are now treating cars as platforms for ongoing revenue generation.
The trend is likely to continue, as automakers seek to maximize profits in a competitive market.
