Volkswagen Launches Monthly Subscription to Boost Car Performance
Volkswagen has rolled out a new subscription service in the UK, allowing owners of certain electric vehicles in its ID.3 lineup to pay for extra engine power.
Drivers can activate what the automaker calls an “optional power upgrade” at a cost of £16.50 per month, £165 per year, or a one-off payment of £649 that lasts for the lifetime of the vehicle. The permanent upgrade stays with the car even if ownership changes, according to reports.
The German manufacturer said the move gives customers greater flexibility, enabling them to switch to a sportier driving experience without committing to a higher purchase price upfront.
“Many petrol and diesel cars have long been offered with engines of the same size but different levels of performance,” a VW spokesperson told the BBC. “This subscription provides the same option, but with the convenience of activating it at any point.”
The concept of paying to unlock features already built into a car has been divisive. BMW faced backlash for offering subscription-based heated seats, while Mercedes introduced a performance-enhancing service in the US in 2022 that allowed electric models to accelerate faster.
Industry analysts note that while subscription models are gaining traction globally, many drivers remain wary of paying for features beyond the initial cost of their vehicle. Research from S&P Global found that the share of car buyers willing to pay for connected services has dropped from 86% in 2024 to 68% in 2025.
Despite concerns, the subscription economy overall continues to expand. Juniper Research projects that the global market could approach $1 trillion (£740bn) in value by 2028, as more industries adopt recurring payment models.
