Audi Looking to Use Subscription Perk to Draw Buyers

Automakers are continually looking for ways to make their customers even more loyal to the brand and Audi’s the latest with its “Always Audi” program.

Anyone leasing or buying a 2019 or newer Audi can get seven free rental days from Silvercar by Audi, the German brand’s dedicated rental service. The days can be used individually and at 26 locations across the country.

“This new offering deepens our ties with Silvercar and offers customers even more ways to experience Audi,” said Cian O‘Brien, interim president and chief operating officer, Audi of America. “With this program, our customers can drive the Audi they love even when they’re away from home.”

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Audi acquired Silvercar in 2017, as part of its continued effort to create a suite of mobility products and services that offer increasing access and flexibility to customers. Silvercar by Audi now offers four models, including the Audi A4, Audi A5 Cabriolet, Audi Q5 SUV and Audi Q7 SUV.

Silvercar experienced rapid growth in the past year, making travel hassle-free with the launch of travel accessories, including complimentary Peg Perego premium car seats and pet carriers.

“Together, Silvercar and Audi create a network that gives customers choice and access to the brand in a way that best fits their lifestyle,” said Matt Carpenter, chief executive officer, Silvercar by Audi.

“This new program is an industry first for the premium market in which our customers now have a direct link between their Audi ownership experience and their on-the-go transportation needs.”

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Silvercar by Audi offers customers access to current or previous model year vehicles fully loaded with onboard Wi-Fi for passenger use, GPS navigation, and SiriusXM satellite radio — always included at no additional cost.

All Silvercar customers will continue to benefit from a fair fuel plan, no mileage restrictions and no fees for car seat rentals. The company started off as part of Audi’s subscription service called the Core Collection. Subscribers receive two free rentals a month via Silvercar.

Subscribers to Audi select Core Collection will receive access to the Audi A4 and S3 sedans, Audi Q5 SUV, and Audi TT Coupe for $995 per month. All Audi select subscriptions include two vehicle swaps per month via a concierge pick up and delivery service or dealership delivery option. Insurance, maintenance, roadside assistance, taxes and unlimited mileage are also included.

Luxury and sports carmakers have been using subscriptions as a way to lure new (read: younger) buyers into the segment. The plans have had varying degrees of success, although Cadillac phased its out almost as quickly as it set it up with plans to institute a new subscription service.

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Audi’s taken it a step further by offering a taste of that service, i.e. Silvercar, to its regular customers, in hopes of drawing them into showrooms now.