Audi is expanding its paid digital content system, now offering the new RS5 and RS5 Avant access to Audi Themes—a collection of background images and graphical elements for the multimedia interface. Even though these are premium models, customizing the interface still comes at a cost: prices start at $12.99 for a one-time purchase, excluding taxes and fees.

This information came to light through a social media video. The themes are already available in the U.S., where Audi launched them at the end of 2023 for select 2023–2024 models. Since then, the collection has grown to over 300 options, including recently added holiday and seasonal themes like the Halloween Edition. According to the company, U.S. owners alone have downloaded more than 32,000 paid themes.

Audi Themes is part of a broader trend among automakers who are monetizing features that were once included in the vehicle's price. Today, this extends to the premium segment as well, with paid backgrounds, subscription options, DLC features, and software updates turning new models into ongoing revenue streams. The RS5 represents another step in this direction.

From a market perspective, Audi is simply following the lead of others: BMW, Mercedes, Tesla, and other brands are actively testing paid features, software-unlocked options, and subscription services. However, this strategy has drawn criticism, with owners pointing out that premium cars lose their sense of exclusivity when buyers have to pay for basic aesthetic functions.

With the expansion of Audi Themes, it's clear that digital monetization in the premium segment is no longer an experiment but a new business model.