Volkswagen has launched a new electric car subscription in the UK that enables owners of certain ID.3 models to unlock higher horsepower. The program allows customers to boost their vehicles’ output from 201bhp to 228bhp by paying a monthly, annual, or lifetime fee.
Volkswagen set pricing at £16.50 monthly, £165 annually, or £649 for a lifetime subscription transferable with the car upon resale. The company described the feature as an optional power upgrade that allows buyers to choose enhanced performance without paying up front during the initial purchase.
According to Volkswagen, this approach enables drivers to experience sportier performance later in ownership without committing to higher costs. Auto Express first reported that the program applies to the Volkswagen ID.3 Pro and Pro S models currently available in the UK.
The upgrade increases power by 27bhp, potentially improving acceleration and responsiveness for drivers seeking a more dynamic driving experience. Volkswagen is not alone in adopting this model; BMW, Mercedes-Benz, and Polestar have launched similar subscription-based vehicle feature unlocks.
BMW previously offered subscriptions for heated seats and steering wheels, while Mercedes allowed US customers to pay for faster electric car acceleration. Industry analysts say carmakers benefit from ongoing revenue streams from post-purchase upselling and valuable customer data by selling upgrades through subscription models.
However, some customers criticize paying for features already physically present in vehicles, arguing it blurs ownership rights and increases long-term driving costs. A survey from S&P Global found that willingness to pay for connected services dropped from 86% in 2024 to 68% in 2025.
Despite declining interest in in-car subscriptions, Juniper Research forecasts that the global subscription economy will approach $1 trillion annually by 2028. Volkswagen maintains that the new service offers freedom and choice, aligning vehicle purchasing with modern consumer trends toward flexible, on-demand product enhancements.
