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22.11.2018

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    Audi on demand

    Audi UK

    Audi on demand is the latest idea from the Vorsprung durch Technik (Advancement through Technology) brand. This premium mobility service offers an innovative, flexible way for customers, new and existing, to access the Audi product range. It recognises a major change in consumer behaviour, towards a more non-committal, pay-per-use and on-demand economy.

    What customer problems did you set out to solve?

    More flexibility and choice are needed, to support the predicted shift away from car ownership. Audi on demand allows customers to drive any model from our dedicated fleet, signing up from one hour to 28 days. Speed and ease of use are key: no queues, no reams of forms and no steep deposit. With a few taps on a smartphone, customers can book their Audi of choice. A concierge will even deliver it to their doorstep.

    It’s not just about convenience. Customers often purchase a car based on functionality, or for those few days a year when they actually need a bigger boot. But what if they had a fleet in their pocket? Whether it's a romantic break in an Audi S5, a family road-trip in a Q model, enjoying the sun in an A5 Cab convertible, or simply trying before buying – Audi has it covered. The only hard part is choosing!

    What differentiates your proposition from other offerings in the market?

    Audi on demand stands out from the crowd by removing all the pain points associated with traditional rental. Customers are guaranteed the model they have booked. Our pricing is completely transparent; there is no option for add-ons, because everything is included in the price. And the cars themselves are packed with the high level of specification and cutting-edge technology you expect from Audi – potentially our models include an integrated satellite navigation, a fully digital Audi virtual cockpit and a host of safety and assistance systems. It’s also a simple and slick digital journey from start to finish: book online in minutes, have the car delivered to your door by one our concierges, and provide a digital signature on an iPad. That’s it! No nasty surprises, fully transparent and hassle free. It's the flexible mobility demanded by the modern motorist, delivered in a premium way.

    How have you proven / validated that your concept has potential for impact?

    Audi on demand has been launched in different formats in other markets such as San Francisco, Munich, Hong Kong and Singapore where the customer feedback has been fantastic. Customers have enjoyed the flexibility and convenience of the service and in some cases used Aod as an alternative to ownership. These learnings have validated the need to break away from the traditional ownership model to create an entirely new business unit and revenue stream for the brand – all of which has happened in the last 10 months. To be sustainable, we recognise that agility is paramount to ensure that we can bring a concept to market that will adapt and change in time with consumer needs.

    What’s next for your proposition?

    Audi on demand is the umbrella term for the new wave of mobility services to be launched in the UK. Starting with a retail offering, the service will expand and develop to offer a series of mobility products based around the same mantra of customer flexibility and convenience. As part of the Audi mobility journey, plans are also underway to introduce Audi on demand for business and residential use in 2019. Audi will continue to lead the market with its innovations. So watch this space!

    Find out more about Audi on demand here

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