Volkswagen has launched a subscription model for its ID.3 electric vehicles in the UK, requiring drivers to pay extra to access the car’s full horsepower.
The ID.3 Pro and Pro S models come with a standard output of 201 horsepower. For £16.50 ($22) a month, £165 ($225) a year, or a one-time “lifetime” payment of £649 ($880), owners can unlock an additional 27 horsepower, raising the total to 228. The upgrade also boosts torque from 195 lb-ft to 229 lb-ft without reducing the vehicle’s range.
The upgrade is tied to the vehicle identification number (VIN), meaning it remains active if the car is sold to a new owner. Volkswagen says the system offers flexibility, allowing customers to pay for extra performance later rather than at the point of purchase. The company compared the move to traditional trim levels where higher-powered engines cost more upfront.
However, the model has drawn criticism. Some drivers and industry observers argue it is unfair to charge for hardware already built into the vehicle. Critics have compared it to BMW’s scrapped attempt to sell heated seat access via subscription.
Volkswagen is not alone in testing this approach. Other automakers, including Polestar and Mercedes-Benz, also offer subscription-based performance upgrades. The trend highlights an industry shift toward recurring revenue models, raising broader questions about ownership rights in modern vehicles.
Currently, the subscription applies only to the ID.3 in the UK. Volkswagen has not confirmed whether it will expand the feature to other markets, such as the United States.
The company is also preparing to release new electric models, including the ID.2 in 2026 and the ID.1 in 2027, though it remains unclear if they will include similar subscription-based features.
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