Heated screen is a must and more storage space especially for glasses, seems like Audi are somewhat anti-spectacle wearers, and better ambient lighting. Basically these are the things I miss that came as standard with my last car.
Electric side bolsters - had them on my e60 m5. Gave you a little squeeze when starting the engine (I.e. wanna have some fun?!) and were activated on alternate sides when cornering - of course being BMW you had three settings!! Complete gimmick but great fun to use!