Thought Leadership
The subscription model is expanding beyond streaming services – now car manufacturers are charging monthly fees for full horsepower. Volkswagen is asking ID.3 drivers to pay £16,50 per month for an additional 27 horsepower that’s already built into their vehicle.
What was once limited to Netflix and similar platforms is now making inroads into the automotive industry: subscription-based features. Volkswagen is requiring owners of the ID.3 electric compact car to pay extra if they want to access their vehicle’s full power potential, according to the British magazine Auto Express.
While the ID.3 Pro and Pro S models are officially advertised with 201 hp in the configurator, 228 hp is already available in the hardware. However, the additional 27 horsepower remains locked behind a software barrier – unless customers pay a monthly fee.
Pricing and Payment Options
The “performance upgrade” currently costs approximately £16,50 per month, totaling £165 annually. Alternatively, VW offers a one-time payment of £649 for permanent activation, though this upgrade is tied to the specific vehicle rather than the owner.
Enhanced performance specifications
The upgrade provides more than just additional horsepower, it also increases maximum torque from 265 to 310 Newton meters. Volkswagen claims that driving range remains unaffected by the performance boost. Since the vehicle is registered with the higher power output, no subsequent registration changes are required with insurance companies.
Legal gray area surrounding “jailbreaking”
An intriguing question, as Auto Express points out, is what happens if technically skilled users bypass the software lock themselves – essentially “jailbreaking” their vehicle. Volkswagen has not yet commented on potential consequences such as warranty voiding or legal action.
VW’s justification
Volkswagen defends its approach, stating: “Offering more power to customers is nothing new – historically many petrol and diesel vehicles have been offered with engines of the same size, but with the possibility of choosing one with more potency. These traditionally are higher up in the product range, with more specification and a higher list price.”
“If customers wish to have an even sportier driving experience, they now have an option to do so, within the life of the vehicle, rather than committing from the outset with a higher initial purchase price”, the company adds.
Industry Trend
Other manufacturers including BMW and Tesla have been offering subscriptions for software features such as seat heating or navigation systems for some time, though they typically don’t charge extra for additional performance capabilities.
