As cities get ever more overcrowded and technology continues to innovate every aspect of our daily lives, the definition of personal mobility is also quickly evolving even for carmakers operating at the premium end of the market.
For example, owning a Rolls-Royce is symbolic with the ultimate of luxury lifestyles. But there's nothing comfortable or exclusive about being stuck in a traffic jam while behind its wheel or being two hours late for an appointment because there's nowhere to park.
And that's where services such as Audi at Home are increasingly playing a role. Instead of owning a car, those that join up to the service will be able to take one, the right one, only when they need it. If it's a short, inner-city trip then they can take something like a hybrid A3, but if they're heading away for the weekend, perhaps a sporty convertible, or something large and luxurious enough for the whole family might be more suitable.
"Audi at Home reflects the premium standard of our mobility services, which we are introducing into an increasing number of major cities," said Audi's head of sales and marketing Dietmar Voggenreiter. "Hong Kong is the perfect location for this service. The city is a very attractive secondary residence and needs smart urban solutions."
By opting for Audi at Home rather than buying a particular Audi outright, users won't have to worry about refuelling, parking, insurance or even mileage.
Initially, the service will be exclusive to one premium apartment complex, the "Dragons Range" where a fleet of Audis big and small will be available at all times for either off-the-cuff or pre-booked borrowing, but Audi then intends to identify other premium complexes throughout the city to establish further fleets.
And while a new concept to Asia, Audi At Home is already established in San Francisco and Miami where it went live in November 2015.
