As auto manufacturers see their role shifting increasingly to one of mobility service providers, many are designing new services. Recognizing the clear movement to sharing, Audi is piloting a premium car sharing program and is working on another that would allow Audi owners to drive a different vehicle depending on the time of the year and the types of needs they have at different times of the year. Hmmm that sounds quite a bit like mobility on demand with a premium twist. Audi’s sharing model is different from BMW’s DriveNow, intended as upscale car sharing.