I pay ~$100 / year for routine maintenance at my local non-dealer associated Audi mechanic. The owner used to be a master Audi tech, but he opened his own place. For the $100, I basically get anything I want within reason, including:
1. Oil + filter change (they use Motul 5w-40 - full synthetic and meeting VW/Audi spec (VAG)) - I usually supply my own $10 MANN filter just to make sure I'm not dealing with stocking issues
2. Rotate tires (although I usually get this done for free at my leisure at Discount Tire)
3. Hook up to VAGCOM and check any codes and reset oil change timers
4. Check and fill air pressure
5. Put car on lift and visually check for the obvious checklist issues in Audi's checks
6. Replace air filter if I supply (again an ~$20 MANN part)
7. Any other simple thing I ask for
I replace my in cabin filter yearly on my own (takes 1 minute), again getting a MANN filter on Amazon.com. I also lube my sunroof tracks with a spray based silicon lube every year. So it's $100 well spent. Factoring in my oil filter it's $110 and my air filter it's $130 all-in. Despite the 55K aircleaner replacement timeline set by Audi, I basically will continue to replace my air filter once per year. It's dusty and there's lots of pollen, etc. in the air in Texas. The oil cost alone is $50+ (bought in drum/bulk) as we take ~7 quarts of $5+/qt oil. So all-in, with Oil+Filter, Air Filter, Cabin Filter, tire rotations and a cursory check I spend less than $150.
Long story short, the dealer service is about $60 in parts (at customer retail value: oil + filter) and a bunch of simple visual inspections that anybody with competence can do. At 10k miles, majority of the visual checks are relatively futile (my opinion).
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