Volkswagen has introduced a controversial subscription model in the United Kingdom, requiring customers to pay extra to unlock the full horsepower of its electric ID.3 vehicles, igniting backlash from drivers and industry observers.
The German automaker’s “optional power upgrade” boosts the ID.3’s horsepower from a standard 148 to 168, a 20-horsepower increase. Drivers can opt for a monthly fee of £16.50 (about $22.50), an annual payment of £165 (about $225), or a one-time lifetime subscription of £649 (about $878). The upgrade, which activates via a software switch, enhances engine performance without additional hardware, and remains tied to the vehicle even if it changes ownership.
Horsepower, a unit measuring an engine’s power and speed, equates to the energy needed to move 550 pounds one foot in one second. Volkswagen markets this feature as a flexible choice, allowing owners to enhance performance without a higher upfront cost. However, the move has drawn sharp criticism, with many viewing it as an attempt to monetize capabilities already built into the car.
Consumer reactions have been heated, with some calling it a “cash grab” and others questioning the ethics of locking performance behind a paywall. The subscription model follows a trend among automakers, including BMW and Mercedes-Benz, which have experimented with similar fees for features like heated seats or acceleration boosts. Volkswagen defends the approach, likening it to historical practices of offering varying engine potency at different price points.
The controversy arrives as the automotive industry shifts toward software-defined vehicles, raising debates about transparency and value. Industry analysts suggest this could reshape consumer expectations, though Volkswagen has not yet indicated plans to expand the model beyond the UK. For now, the backlash underscores a growing tension between innovation and affordability in the electric vehicle market.