Sometimes a car rental company will develop something that no one else has. For example, most of us know that National Car Rental allows Emerald Aisle customers to choose their vehicle instead of being assigned one. When they began offering this benefit, it was a first in its field. Many companies copied this model and skipping the counter eventually became a relatively common practice.
But there are also times when innovation fades away, becomes obsolete, or—let’s be honest—they just mess it up. A combination of these led to the demise of a once-promising company, and now we can say: ‘Silvercar is dead.’
Once a favorite of business travelers, the car rental company Audi on Demand—formerly known as Silvercar—has ended operations. In fact, they shut down at the end of September 2024, but hardly anyone noticed.
Silvercar was founded in 2012, but didn’t gain traction until Audi acquired it in 2017. In many ways, the service was ahead of its time. Everything was done through the company’s app, including registering your car upon pickup. An entirely app-based rental process was almost unheard of eight years ago, and there was a learning curve for first-time users. But once you got the hang of it, the experience was seamless and hassle-free, a stark contrast to the long lines and hidden fees of traditional rental car companies.
What Made Silvercar Special?
Silvercar exclusively rented Audi vehicles, and when they launched, they offered only one model, only available in silver—hence the name. Locations initially were off-airport, but instead of waiting for a shuttle, customers were picked up from the airport in an Audi and driven to the rental location. Over time, Silvercar expanded to on-airport locations and introduced different Audi models.
We used Silvercar several times and appreciated their fair approach to car rentals. They didn’t tack on extra fees for tolls—you only paid the toll itself. If you returned the car without a full tank, there was a $5 fill-up fee over the local premium gas price.
Silvercar also frequently offered discounts to luxury cardholders, making their rates competitive. If you had the choice between renting a generic Ford, or an Audi with satellite radio and a Wi-Fi hotspot for the same price, which would you pick? Especially if you were landing at LAX and your first stop was In-N-Out Burger.
The overall experience was just better. No pushy upsells. No debating over insurance coverage at the counter. Just a sleek, premium rental experience that felt like it was designed with the customer in mind.
The Beginning of the End: Silvercar Becomes Audi on Demand
In December 2020, Silvercar abruptly exited airport rental locations. Instead, the service was moved to Audi dealerships and rebranded as Audi on Demand. This effectively made it irrelevant for travelers.
Renting a car from a dealership just doesn’t have the same convenience as picking one up at the airport. For many, the shift meant the service was no longer a viable alternative to traditional rental companies. It was as if Audi had taken something innovative and convenient and replaced it with an afterthought.
Gone with a Whimper
Audi on Demand continued to exist—at least in some form—through dealership-run rentals. That is, until September 2024, when Audi quietly pulled the plug:
Thank you for your interest in Audi on Demand. The current Audi on Demand program ended September 30, 2024, with no reservations accepted or honored beyond that date.
No grand announcement. No farewell deals. Just a quiet exit, almost as if Audi hoped no one would notice.
A Rental Experience Ahead of Its Time
I miss having Silvercar as an option. Paying a small premium for a vastly better rental experience was a nice way to treat yourself on vacation. Business travelers also appreciated the convenience of skipping the rental counter in favor of a pickup service.
Silvercar pioneered several customer-friendly policies that many rental companies still haven’t caught up with. While most companies have reduced—though not eliminated—their toll-processing fees, they still charge outrageous prices for refueling a car that isn’t returned 100% full.
The truth is, the car rental industry could use more companies like Silvercar—ones that focus on the customer experience rather than nickel-and-diming travelers at every turn. Unfortunately, we lost one of the good ones.
For me, I’ll miss rolling up to a La Quinta in an Audi A4. Because let’s be honest, there was something oddly satisfying about that.
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