Audi on Demand is a new service whereby first- and business-class passengers landing at Munich airport can race to their meeting in a supercar or waft along effortlessly to a transfer in a luxury sedan.
Despite being one of Germany's most successful and high-profile car companies, Audi chose to test drive this premium car rental service in the US, rather than in its homeland. Audi on Demand debuted in San Francisco in early 2015 and now that all of the bugs have been ironed out, it's coming to Munich.
The idea itself is simple. Those flying into Munich can book an Audi of their choice online (via an app, of course) before the plane touches down.
There's an available fleet made up of the company's latest models including R8 supercars as well as potent executive sedans. What each model has in common is that it is specified with as many optional extras as possible so that those taking to the wheel get the full Audi experience.
There is no mileage cap on rentals and users can take a car for as long as they wish. However, each rental is billed by the hour.
The service differs in some respects from the existing service up and running in San Francisco. There users can specify an Audi plus elements like a roof rack or child seat and have the car delivered to their home or a pre-agreed address for use.
In recent years, like all premium carmakers, Audi has been looking beyond simply building cars and is now trying to reposition itself as a mobility service as well as a manufacturer.
Audi on Demand is one of several digital initiatives the company is currently offering, alongside Audi Select, a rental service that includes extras under an all-inclusive rate, and Audi At Home, essentially a private fleet of vehicles stored at exclusive apartment complexes in 'megacities' that are always available for residents to use.
Anyone flying into Munich that wants to test out the new service, but doesn't have the app, can go to the myAudi Sphere concession within the airport and book a car in person instead.
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