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Audi is the latest luxury car maker to launch a subscription service so customers who want to access a sophisticated car park do not necessarily want to own or rent one. The German automotive service is called Audi Select and is launching exclusively this week in Dallas-Fort Worth.
For the fixed monthly price of $ 1,395, subscribers can choose from a range of vehicles, including the Audi A4, A5 Cabriolet, Audi Q5 and Audi Q7 sedans, and the S5 coupe. The subscription includes two vehicle exchanges per month and users can choose to deliver their vehicle at home or pick it up at a local dealership.
Insurance, maintenance, roadside assistance and unlimited mileage are also included, as well as two free days of Silvercar car rental per month.
This is not Audi's first experience with a subscription. In 2016, the automaker launched its "Audi on demand" service as a pilot program in San Francisco, which offers a variety of Audi models for daily rental, up to 28 days at a time.
In terms of accessibility, Audi Select is somewhere between the $ 2,000 Porsche service and the $ 1,095 Mercedes-Benz service. BMW also charges $ 2,000 a month, while the Jaguar Land Rover fare starts at 910 pounds ($ 1,057). Until now, the cheapest is Care by Volvo, a service of $ 600 per month that includes insurance, maintenance and roadside assistance. But unlike other subscriptions, Volvo offers only one vehicle: the XC40 SUV.
Like other car manufacturers' subscription services, Audi is limited to only one city for its initial pilot phase. Automakers are experimenting with new ownership models to counter the perception that in the future fewer people will own a car.
The question remains whether subscription services are a better deal for consumers than traditional leasing options. As a general rule, leasing involves a large down payment, but then imposes a reduced monthly fee. Subscription services seem geared towards customers who want to change vehicles every month.
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