The Brief
Volkswagen now offers European ID.3 owners a subscription to boost performance from 201 bhp to 228 bhp.
The upgrade costs £16.50 per month in the U.K. or €18.90 in Germany, with lifetime purchase options available.
VW told FOX TV Stations the subscription does not apply to the U.S. market at this time.
Volkswagen has launched a new subscription service for its ID.3 electric hatchback that requires drivers in Europe to pay extra if they want access to the car’s full power.
The move is part of a growing trend in the auto industry where features are locked behind software-based paywalls, echoing the monthly fees consumers already pay for streaming services like Netflix or Disney+.
How Volkswagen’s horsepower subscription works
By default, the Volkswagen ID.3 Pro and Pro S are listed at 201 bhp. However, the cars can actually deliver 228 bhp — if owners pay to unlock it.
In the U.K., the performance boost costs £16.50 per month, £165 per year, or £649 for a lifetime purchase tied to the car. In Germany, the prices are €18.90 per month, €189 annually, or €629 for lifetime activation.
Volkswagen said the upgrade improves acceleration from 0 to 100 km/h in 6.6 seconds and raises torque from 265 Nm to 310 Nm. The upgrade does not affect range, and since cars are registered at the higher horsepower level from the factory, owners do not need to notify their insurance providers.
What we know
Volkswagen confirmed to FOX TV Stations that the "power-on-demand" subscription launched in Europe in May 2024. Other features such as adaptive cruise control, navigation, voice assistant and seat heating can also be activated on a monthly, yearly, or lifetime basis depending on the model.
The company said early customer response has been positive, with some buyers appreciating the ability to enable functions they didn’t originally purchase and potentially boost resale value when selling the car.
What we don't know
For now, the subscription program is not available in the U.S. Volkswagen told FOX TV Stations: "We don’t comment on future product plans for the U.S. as a matter of course. Volkswagen offerings abroad vary greatly, and the teams responsible for the North American Region carefully evaluate what makes the most sense for our market."
That leaves open the question of whether similar subscriptions could eventually reach U.S. drivers as automakers look for new revenue streams in an increasingly digital industry.
The backstory
Volkswagen isn’t the first automaker to test subscription-based features. BMW drew backlash when it offered drivers a subscription to activate heated seats, and EV maker Polestar also sells a performance upgrade package for its Polestar 2.
Industry analysts say software-driven upgrades allow carmakers to standardize hardware while selling additional capabilities later, much like an app store for vehicles.
The Source
This report is based on statements from Volkswagen provided to FOX TV Stations, along with published details from Auto Express and Volkswagen’s European press releases.
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