Volkswagen has sparked controversy by introducing a new subscription model that charges drivers extra to unlock the full performance of its ID.3 electric hatchback. Instead of paying for mechanical upgrades, owners must now pay a monthly fee to access horsepower already built into the vehicle.
According to Auto Express, the ID.3 Pro and Pro S are advertised with 201 horsepower. However, the cars leave the factory capable of 228 horsepower. To access that power, Volkswagen requires drivers to pay £16.50 ($22.29) per month, following a one-month free trial. A lifetime unlock option is available for £649 ($877), remaining with the vehicle even if resold.
The upgrade increases output by 27 horsepower and boosts torque from 265Nm to 310Nm without affecting battery range. Since the vehicles are registered at 228 horsepower from the factory, drivers are not required to notify their insurers when activating the upgrade.
Volkswagen insists this approach mirrors older gasoline and diesel models, which often used the same engine block but offered multiple trims with varied performance levels. The company argues the subscription model gives customers flexibility to choose when to pay for more power, instead of committing to a higher purchase price upfront.
Still, critics argue the system charges customers twice—first for buying the car, then again for unlocking its full ability. BMW faced similar backlash in 2020 for attempting to charge subscription fees to activate heated seats and other built-in features. That controversy forced BMW to backtrack, but Volkswagen appears committed to pressing forward.
Questions also remain about owners who might try to “jailbreak” their vehicles to bypass the subscription paywall. Doing so could void warranties or trigger legal action from Volkswagen. The company has not clarified how it would respond in such cases.
The move highlights a growing trend among automakers to transform vehicles into recurring revenue platforms, raising concerns about consumer rights, ownership, and the future of car ownership in a subscription-driven market.
