Volkswagen introduces subscription for more power in electric vehicles

German car giant Volkswagen (VW) has launched a new subscription service in the UK that allows buyers of select ID.3 electric models to unlock more engine power.

Customers will be able to unlock the “power upgrade option package” for around €19.50 per month, €195 per year or a one-time payment of €765. Volkswagen emphasizes that this is primarily about expanding choice, as the subscription allows users to opt for a more powerful drive at any time, rather than at the time of purchase of the vehicle.

Another unique feature is that the "lifetime subscription" is tied to the car, not the owner. If the vehicle is later sold, the upgrade remains with it.

Volkswagen adds that the idea is not entirely new. "In the past, many petrol and diesel engines of the same displacement were also available with different power outputs. The only difference was that the buyer had to secure a higher performance at the time of purchase, while today they can do so later, when they wish."

With such upgrades, VW wants to provide a sportier driving experience without requiring buyers to pay a higher starting price.

Are subscriptions the new reality in the automotive industry?

The idea of subscription-based features in cars has been met with mixed reactions from buyers. Some are unhappy about having to pay for features that are already physically present in the vehicle. Other manufacturers have introduced similar subscription models in the past. BMW, for example, offered a subscription for heated seats and steering wheels, and Mercedes will offer a subscription upgrade in the US in 2022, which will accelerate the adoption of electric vehicles.

S&P Global research shows that enthusiasm for such solutions among consumers is waning. In 2024, 86% of respondents were willing to pay for connected services in their cars, but this share fell to 68% in 2025. They often cite the price and the fact that even basic functions are divided into paid packages as reasons.

Nevertheless, the global subscription economy continues to grow rapidly. Juniper Research estimates that it will be worth almost $1 trillion by 2028. The automotive industry clearly sees an opportunity in this. The question remains, however, how will customers embrace it?