Asger Risom
Volkswagen is the latest automaker to experiment with controversial subscription features, offering extra horsepower on the ID.3 only if customers pay an additional fee. Critics say it’s a worrying sign of where the car industry is headed.
Volkswagen is the latest automaker to experiment with controversial subscription features, offering extra horsepower on the ID.3 only if customers pay an additional fee. Critics say it’s a worrying sign of where the car industry is headed.
Subscriptions Creep Into Cars
From BMW’s failed heated-seat subscription to Mercedes-Benz’s acceleration boost, automakers are testing new ways to charge customers beyond the sticker price. Now, VW is applying the same logic to performance.
The ID.3’s Hidden Power
In the UK, the ID.3 Pro and Pro S are listed at 201 horsepower—short of their 228-hp capability. A fine-print note reveals owners can unlock the full output, but only for a price.
How Much Does It Cost?
VW is offering three options: £16.50 per month, £165 per year, or £649 for the car’s lifetime. Buyers can also try a one-month free trial before committing to a subscription.
A Questionable Value Proposition
With the ID.3 starting around $50,000, many wonder why VW didn’t just include the extra horsepower in the base price. The small fee feels like a nuisance designed to squeeze extra revenue.
Leasing vs Owning
The move may appeal to lessees who only want the upgrade temporarily. More than 40% of new leases in the UK are for EVs, suggesting VW sees subscriptions as a way to tap into that market.
Software at the Core
Cars today are as much software as hardware. Automakers can restrict what customers access through licenses and digital rights laws, limiting true ownership of the product.
Past Controversies Highlight the Risks
In 2023, Mazda issued a cease-and-desist against a developer who enabled third-party integrations with its vehicles, citing copyright. It showed how software control allows automakers to police how cars are used.
The Bigger Picture for Car Buyers
VW’s horsepower paywall may be confined to the UK for now, but it signals a broader industry trend. As cars become software-dependent, expect more features—from performance to safety—to be hidden behind digital paywalls.
A Warning for the Future
For consumers, the idea of paying extra to fully use a car they already bought feels like a slippery slope. VW’s experiment should serve as a wake-up call: the age of “owning” your car outright may be over.
