Audi turns personalization into a revenue engine

Audi AG is a manufacturer of premium vehicles headquartered in Ingolstadt, Bavaria, Audi's brand vision is for every touchpoint — online, in the showroom, inside the vehicle, in the myAudi app — to feel personal and emotionally resonant. 

Audi set out to extend their premium promise beyond engineering excellence. 

With millions of cars now shipping with digital displays and ambient lighting, Audi saw an opportunity to transform the cabin into a new channel for customer engagement and commerce.

The challenge: How to scale personalized content and experiences to a global fleet while maintaining brand integrity and safety. 

Audi needed a partner to turn that ambition into reality. 

Drawing on our joint venture with Audi’s parent company, Volkswagen, and two decades at the center of Audi’s connected vehicle programs, Valtech took the lead in designing and operating a marketplace platform from the ground up.

The initiative’s first use case, Audi Themes, allows customers to buy and activate curated digital content — background imagery and synchronized ambient lighting — through the myAudi app, with seamless activation in-vehicle. 

To support this, Valtech: 

• Architected a scalable marketplace on AWS infrastructure 

• Enabled content creators to upload, manage and distribute products through a dedicated web portal 

• Delivered governance tools so Audi retains full oversight of published content and safety standards 

• Designed an in-car preview and QR-code purchase flow to simplify the customer journey 

Working in integrated agile teams across Munich, Ingolstadt and Düsseldorf, Valtech and Audi hosted on-site workshops to define user journeys, personas and UX/UI design.

The outcome: a secure, flexible platform that positions Audi to expand into third-party content and future in-car digital services, opening new pathways for customer retention and revenue. 

Audi’s in-car marketplace is already live at scale, creating a new channel for customer engagement and monetization: 

• 2.5 million vehicles are connected to the marketplace across 35 countries 

• 400-plus digital themes are available, with ongoing expansion into third-party content providers 

The platform positions Audi to capture incremental revenue from digital personalization while strengthening retention through ongoing, tailored experiences. 

Integration continues across numerous new vehicle models, and Audi is rolling the platform out across several European countries, the United States and Canada.