Audi RS5 Owners Must Pay Extra for Digital Dashboard Themes

Even owners who spend six figures on an Audi RS5 or RS5 Avant must pay extra to access personalized infotainment system themes. According to videos circulating on overseas social media, the new RS5 supports Audi’s paid “Themes” feature, allowing users to purchase different backgrounds and icon styles to customize their infotainment interface. This service, launched on select 2023–2024 Audi models since late 2023, starts at $12.99 per theme (excluding tax). Audi currently offers over 300 themes, including a recently added Halloween collection. As of last October, U.S. users had downloaded these themes more than 32,000 times. Today, automakers are increasingly tapping into recurring revenue streams through subscriptions and paid digital content—even luxury brands no longer include everything upfront—prompting consumers to question the true value of “luxury.”