How to Build an Audi: Using the Online Configurator to Design Your Own
Audi's "build your own" tool lets you spec a car from scratch before you ever set foot in a dealership. It's one of the most detailed configurators in the industry — and one of the most consequential, because the choices you make online directly affect what you pay, how long you wait, and what you actually drive off the lot.
Here's how the process works, what it involves, and why the same configurator can lead to very different outcomes depending on your priorities.
What "Building" an Audi Actually Means
When Audi says you can "build" a vehicle, they mean you can configure one to your exact specifications through their online tool at audi.com. You select:
- The model (A3, A4, Q5, e-tron, RS 7, etc.)
- The trim level (Standard, Premium, Premium Plus, Prestige — naming varies by model)
- The powertrain (engine displacement, output, transmission, and drivetrain)
- Exterior color and finish (metallic, solid, or special-order paint)
- Interior materials (leather, synthetic leather, Alcantara, wood or aluminum inlays)
- Technology and driver assistance packages
- Optional add-ons (sport suspension, panoramic roof, rear entertainment, etc.)
The configurator builds a running total in real time as you add options. That final number is the MSRP — the manufacturer's suggested retail price, not the price you'll necessarily pay.
How the Configurator Flows
Most users move through the tool in order:
- Choose your model and body style — sedan, wagon, SUV, convertible, coupe, or sportback
- Select a trim — higher trims include more standard features, which affects your option menu
- Pick a drivetrain — most Audis in the U.S. come with quattro all-wheel drive, though some entry models offer front-wheel drive at a lower price point
- Choose color inside and out — some colors carry surcharges of several hundred to over a thousand dollars
- Add packages and individual options — this is where costs can escalate quickly
- Review your build summary — the configurator shows a full spec sheet and the estimated MSRP
Some configurations also let you check dealer inventory for matching or near-matching stock, which matters if you want the car sooner rather than later.
Factory Order vs. Dealer Stock 🏭
Building a car online doesn't automatically mean you've ordered it. There are two distinct paths:
Dealer stock search: The configurator can cross-reference what's already on lots near you. If a dealer has something close to your build, you can drive it home much sooner — often within days. But you take what's available, not exactly what you designed.
Factory order: Some dealers will place a custom order with the factory to match your exact configuration. This is more common with higher trims and specialty models. Lead times have varied significantly in recent years — anywhere from a few weeks to several months depending on the model, production schedules, and global supply conditions.
Not every dealer participates in factory orders the same way, and availability of that option varies by location and model.
What Variables Shape the Final Number
The MSRP you see in the configurator is only the starting point. Several factors shape the actual transaction price:
| Factor | What It Affects |
|---|---|
| Trim level | Base price and included features |
| Optional packages | Can add $2,000–$10,000+ depending on selections |
| Paint and interior choices | Some carry surcharges; base colors are often free |
| Dealer markup (or discount) | Market conditions influence how close you get to MSRP |
| Financing vs. cash | APR, down payment, and term length affect total cost |
| Trade-in | Reduces out-of-pocket but is negotiated separately |
| State taxes and fees | Registration, documentation, and sales tax vary by state |
Audi Financial Services offers financing and lease options, but rates depend on your credit profile, the current promotional offers, and the specific model. Lease terms in particular vary based on residual values set per model and trim.
Powertrain Choices and What They Mean
Audi's U.S. lineup spans a fairly wide range of powertrains:
- Turbocharged four-cylinders — found in the A3, A4, Q3, Q5, and others; balance performance with efficiency
- Turbocharged six-cylinders and V8s — S and RS models; significant power and price jumps
- Plug-in hybrids (PHEV) — available on some Q models; offer limited electric-only range plus gas backup
- Fully electric (e-tron lineup) — now branded under the Q8 e-tron, Q4 e-tron, and A6 e-tron families; range, charging speed, and efficiency vary by version
Electric and hybrid models may qualify for federal tax credits depending on where they're assembled, the buyer's income, and whether the vehicle is purchased or leased. Those rules have shifted and are worth verifying directly at the time of purchase.
Technology Packages and What They Actually Add
Audi's option packages often bundle several features together. Common groupings include:
- Driver assistance packages — adaptive cruise control, lane keeping assist, traffic jam assist, park assist
- Convenience packages — heated/ventilated seats, heated steering wheel, power tailgate
- Technology packages — Audi's MMI navigation, head-up display, premium audio (Bang & Olufsen is a common upgrade)
Higher trims often include many of these as standard equipment, which changes the calculus on whether a lower trim plus packages makes financial sense versus stepping up.
The Gap Between Configuration and Real-World Buying
The configurator is a planning tool, not a binding contract. Once you've built something you like, the real negotiation begins — price, trade-in value, financing terms, and whether your exact spec can be sourced.
What the configurator can't tell you: how a specific dealer will price that vehicle, what incentives Audi might be running that month, what your state charges in taxes and registration fees, or how your credit score will affect your financing rate.
Your build is the blueprint. What the purchase actually looks like depends on the market conditions, the dealer, your location, and your financial profile at the time you're ready to buy.