Car Subscriptions Now Locking Horsepower Behind Paywalls
▼ Summary
– Volkswagen now offers a subscription service for enhanced performance in its ID.3 electric vehicles, charging extra for additional horsepower.
– Customers can pay monthly, annually, or a one-time fee for the power upgrade, which stays with the car if resold.
– Other European automakers like BMW, Mercedes-Benz, and Polestar also offer subscription-based upgrades, mimicking software business models.
– Subscriptions provide automakers with steady revenue, upsell opportunities, and customer data, but may lead to higher long-term costs for consumers.
– Consumer backlash, like BMW’s heated seats controversy, shows resistance to subscription models for features already included in cars.
The automotive industry is undergoing a dramatic shift as car manufacturers increasingly adopt subscription-based models for vehicle features, including performance upgrades. Volkswagen’s latest move highlights this trend, with certain ID.3 electric models offering an optional power boost for a recurring fee.
In the UK, the Volkswagen ID.3 Pro and Pro S come with a default output of 201 horsepower, but unlocking the full 228 horsepower requires an additional payment. Drivers can choose between a £16.50 monthly subscription, a £165 annual fee, or a one-time £649 lifetime purchase that stays with the car even if sold. Volkswagen frames this as a flexible way for owners to enhance their driving experience without committing to a higher upfront cost.
This approach isn’t unique to Volkswagen. European automakers like BMW, Mercedes-Benz, and Polestar have already embraced similar subscription models, offering everything from heated seats to advanced driver-assistance features via monthly payments. Manufacturers argue these plans provide flexibility and continuous updates, but critics see them as a way to extract ongoing revenue from customers long after the initial sale.
The shift mirrors the software industry’s reliance on subscriptions, a model popularized by streaming services and productivity apps. While convenient, it raises concerns about long-term costs and ownership. Consumers now face the possibility of paying indefinitely for features that were once standard or included in the purchase price.
Public backlash has already forced some companies to rethink their strategies. BMW, for example, abandoned plans to charge monthly fees for heated seats after customer outrage. Whether other automakers will follow suit remains uncertain, but the debate over subscription fatigue is far from over.
As these paywalls spread, drivers must decide whether the convenience of on-demand upgrades outweighs the frustration of perpetual payments. For now, the choice is clear: pay up or settle for less, unless enough pushback forces the industry to change course.
(Source: The Next Web)
