Audi has announced the discontinuation of its “current” Audi on Demand rental car program, with operations ceasing on September 30th. This move marks the end of a service that began in 2012 as Silvercar, a company Audi later acquired and rebranded. While the announcement hints at a possible future iteration of the program, the current version is set to conclude, leaving customers and industry observers wondering about the future of luxury car rental services offered directly by automakers.
The Audi on Demand program, known for its app-based booking and focus on premium Audi models, has roots stretching back over a decade. Originally launched as Silvercar, the service quickly gained attention for its streamlined rental process and exclusive use of silver Audi A4 sedans. Audi recognized the potential and invested $28 million in Silvercar in 2016, eventually acquiring the company entirely in 2018. In a rebranding effort in November 2022, Silvercar became Audi on Demand, signaling Audi’s full integration and vision for the rental service within its brand ecosystem. This rebrand also saw the addition of electric models to the rental fleet, reflecting Audi’s broader push towards electrification.
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Despite these efforts, Audi has decided to shut down the current Audi Car Rental Program. The official website message states that September 30th will be the final day of operation, with no reservations honored beyond this date. The service, available in several US locations including Florida, Texas, New Jersey, Kentucky, and Massachusetts, offered rentals from four hours up to 30 days, catering to both short-term and extended needs. While Audi’s statement included a thank you to customers and a suggestion that Audi on Demand “could eventually return,” the reasons for the current program’s termination remain unclear. Industry analysts speculate that factors such as operational costs, profitability, and a shifting focus within Audi’s broader business strategy could be contributing factors.
The Audi on Demand fleet primarily consisted of select Audi models, including the Q7 SUV, A5 Sportback, and Q5 Sportback. Interestingly, these models are at various stages in their lifecycle. The Audi Q7 recently received a facelift, while newer generations of the Audi A5 and Q5 have been introduced, replacing the A4 and Q5 respectively in Audi’s lineup. At the time of the announcement, some locations, like Audi North Austin, still showed rental availability, with a Q7 listed at $108 per day. The discontinuation of the Audi car rental program raises questions about Audi’s future strategy in the car rental and mobility services sector. Whether Audi will re-enter the market with a revised program, as hinted in their announcement, or shift its focus to other areas remains to be seen. For now, customers looking for an official Audi rental experience will need to explore traditional rental agencies or await further announcements from the automaker regarding future “audi car rental program” initiatives.
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