Audi Car Subscriptions: What Happened and What It Means

Audi tested a U.S. car subscription service called Audi Select, launched in 2018 in the Dallas-Fort Worth area, which bundled vehicle access with insurance and maintenance for a monthly fee. Audi wound it down at the end of January 2021, as BMW ended its pilot. Subscriptions still exist, but compare them carefully with leasing.

Key takeaways

• Audi Select ran as a regional test starting in 2018 and ended on January 31, 2021.
• Subscriptions bundled the car, insurance and maintenance, and allowed vehicle swaps.
• BMW and Mercedes-Benz also closed U.S. subscription programs around the same period.
• Automakers did not give detailed reasons; reported factors included demand and operating complexity.
• For businesses, subscriptions are an alternative to leasing or fleet ownership, not a default.

What was Audi Select?

According to reporting by PYMNTS, Audi Select began in 2018 as a test through dealerships in the Dallas-Fort Worth area. Subscribers paid a monthly fee for access to a range of Audi models, with insurance and maintenance included, plus the ability to swap vehicles. The idea was to offer the convenience of a lease without a long commitment and without arranging separate insurance and servicing.

Engadget reported in January 2021 that Audi would wind down the program on January 31, 2021, with no announced revival. BMW ended its Nashville-area pilot, BMW Access, at the same time, saying it was working on a future version.

Why did automakers pull back?

Audi and BMW did not publicly explain their decisions in detail. Reporting at the time pointed to several factors:

• Demand: Mercedes-Benz, which had closed its own program earlier, cited modest demand and the hassle customers felt in swapping personal items between cars.
• Pandemic effects: With fewer people commuting, flexibility may have mattered less than saving money.
• Operations: Delivering, cleaning, insuring and tracking frequently swapped vehicles is costly for dealers and manufacturers.

Other subscription models continued. PYMNTS noted at the time that Volvo's Care by Volvo program and a Cadillac dealer pilot were still operating, and that rental companies were also in the market. Offers change often, so check current terms directly with any provider.

The episode is a useful lesson in how new ownership models get tested. Manufacturers often pilot a service in one metro area through a handful of dealers, learn from it and then expand, change or close it. Customers in pilots gain early access but also carry the risk that the program ends.

Subscription versus lease versus purchase

Factor	Subscription	Lease	Purchase
Commitment	Often month to month or short term	Typically multi-year	Ownership, no term
Insurance	Often included	Arranged separately	Arranged separately
Maintenance	Often included	Sometimes included	Owner pays
Vehicle swaps	Sometimes allowed	No	No
Monthly cost	Usually highest	Moderate	Varies with financing
Equity	None	None	Builds over time

Because insurance is bundled, compare the subscription fee with your lease payment plus your own insurance quote. Insurance cost varies by vehicle, as our article on how a car's make and model affects insurance rates explains.

What it means for business decision makers

For companies that provide vehicles to executives, sales staff or project teams, subscriptions can be useful for short assignments, trial periods for new roles or uncertain headcount. They are less attractive for long-term, high-mileage use, where leasing or ownership usually costs less.

Questions to ask any provider:

1. What exactly is included: insurance limits, maintenance, roadside help, registration?
2. Are there mileage caps, and what are overage charges?
3. Who can drive the vehicle, and are business uses covered?
4. How much notice is needed to cancel or swap?
5. What happens if the provider ends the program?

Also confirm how the arrangement is treated in your accounting and tax records, since a subscription fee, a lease and a purchase can be handled differently. Ask your finance team or accountant before signing for several vehicles.

The Audi and BMW closures show that last question is not hypothetical. If vehicles are part of field operations, consider how you will track usage and costs; our guide on how fleet tracking software improves supply chains covers the basics. Also read the fine print on coverage, as discussed in understanding auto insurance coverage gaps.

Frequently Asked Questions

Can you still subscribe to an Audi in the US?

Audi's U.S. subscription test, Audi Select, ended on January 31, 2021, according to Engadget's reporting. Individual dealers or third-party services may offer short-term or subscription-style arrangements that include Audi vehicles, and offers change frequently. Check with local dealers and read the full terms, including insurance coverage and mileage limits, before signing.

Is a car subscription cheaper than leasing?

Usually not on the monthly fee alone, since subscriptions bundle insurance, maintenance and flexibility. The fair comparison is the subscription fee against a lease payment plus your own insurance, maintenance and any fees. Subscriptions tend to make the most sense for short or uncertain periods where avoiding a multi-year commitment has real value.

Why did BMW and Audi end their subscription programs?

Neither company gave a detailed public explanation. Reporting at the time suggested modest demand, reduced commuting during the pandemic and the operational cost of managing frequent vehicle swaps. Mercedes-Benz, which closed its own program earlier, cited lukewarm demand and the inconvenience of moving personal items between cars.

Next steps

1. List how long you or your team will need the vehicle and expected mileage.
2. Get quotes for subscription, lease and purchase with insurance included.
3. Ask every provider the five questions above in writing.
4. Review the decision annually as needs change.

Last reviewed: October 2026.

Sources

• Audi and BMW Shut Down Car Subscription Programs, Engadget
• Car Subscriptions Hit Pause as BMW, Audi Suspend Programs, PYMNTS