Volkswagen has introduced a controversial new subscription service for its ID3 Pro and Pro S electric vehicles, tying the car’s full horsepower to a monthly or annual fee.
The new model allows drivers to unlock the maximum 228 brake horsepower (bhp), but only after paying for access.
By default, both versions of the ID3 limit output to 201 bhp. To reach the full performance potential, drivers must pay around $20 per month, $200 per year, or a one-time fee of about $760. Unlike typical subscriptions tied to individual accounts, Volkswagen has structured this service around the vehicle itself. That means if the car is sold secondhand with the horsepower boost already unlocked, the next owner will inherit the full power without additional costs.
Volkswagen explained the reasoning behind the model by comparing it to traditional vehicle ranges. In a statement to Autoexpress UK, the company noted that buyers historically could pay more for the same engine type with greater performance. Instead of requiring higher upfront costs, the ID3 subscription allows customers to add performance later in the vehicle’s life cycle.
The move has sparked backlash from drivers, many of whom criticize the idea of paying extra to unlock performance already built into the car. Critics argue that the feature turns essential capabilities into paywalled upgrades.
Still, Volkswagen maintains that the option provides flexibility and affordability for customers who may not want or need the upgrade at purchase. The decision highlights the growing trend of car manufacturers experimenting with subscription models, a shift that has divided consumers across the automotive industry.
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