by Volkswagen ID.3: Power by Subscription
Volkswagen is offering owners of the ID.3 Pure electric car an unusual option: for an additional fee, the car’s full power can be unlocked. Although the model is advertised with 168 hp, without a subscription it only delivers 148 hp. The company explains this by saying that this approach is analogous to different levels of engine tuning in conventional cars.
In the UK, this option costs £16.50 per month or £165 per year. There is also an option for a one-time payment of £649 for “lifetime” access. However, even after unlocking, the power difference is only 20 hp, which does not affect the driving range.
Company’s Reaction
“The offer of additional power is nothing new… This has traditionally been available in higher trim levels. Now customers can get a more sporty driving experience after purchase, rather than choosing it from the very beginning,” Volkswagen stated.
This is not the only example of subscription services in cars. BMW, Mercedes, and Tesla also offer similar features, but usually with a more noticeable effect. For example, Polestar adds 68 hp for $1,195, which seems more advantageous compared to Volkswagen’s offer.
This practice raises questions about the advisability of such subscriptions, especially when it comes to minor changes to a product the customer has already purchased. At the same time, it may be part of a broader trend of monetizing additional features in modern cars.
