VW introduces monthly subscription to increase car power

Volkswagen, the well-known German car manufacturer, has launched a new subscription service for UK customers who want to boost the power of their electric vehicles. This new offer is available for certain models in the ID. 3 range, which are Volkswagen's popular electric cars. If you own one of these cars, you can pay extra to unlock the full power of the engine, making your driving experience faster and sportier. The company has set the price at £16. 50 per month, or £165 for a year. If you want the upgrade to last for as long as you own the car, you can pay a one-time fee of £649.

Volkswagen says this subscription is about giving customers more choices. If you buy the lifetime upgrade, it stays with the car, even if you sell it to someone else. This means the next owner will also get the benefit of the more powerful engine. A spokesperson from Volkswagen explained that offering people the chance to pay for more power is not a new idea. In the past, petrol and diesel cars often came with engines of the same size, but buyers could choose a version with more power. Now, with electric cars, you can decide to unlock extra power whenever you want, instead of paying a higher price when you first buy the car.

However, not everyone is happy about this new subscription model. Some customers feel it is unfair to pay for features that are already built into the car. Other car companies, like BMW and Mercedes, have also tried selling extra features through subscriptions. For example, Mercedes started an online subscription service in the United States in 2022, allowing customers to pay for more features in their cars. But some people are put off by the idea of paying monthly for things like better connectivity or basic functions that used to be included for free. A recent survey found that fewer people are willing to pay for these car subscriptions now, with the number dropping from 86% in 2024 to 68% in 2025.

Despite this, subscriptions in general are becoming more popular. Market research firm Juniper Research estimates that by 2028, the global subscription economy will be worth nearly $1 trillion. Volkswagen hopes that by giving customers the option to pay for more power when they want it, they will make people happier and give them more control over their cars. But it remains to be seen whether this new way of paying for car features will be accepted by everyone. Some people may like the flexibility, while others may prefer to have all features included when they buy the car.