Your new Volkswagen ID.3 has the hardware to deliver 228 horsepower. The catch? You’ll only get 201 horses unless you subscribe to unlock the rest. Volkswagen’s UK operation now gates the ID.3 Pro and Pro S models’ full performance behind a paywall:
- £16.50 monthly
- £165 annually
- £649 for a lifetime unlock
It’s like buying a smartphone with a premium camera that only works if you maintain a Netflix-style subscription.
The hardware difference between the “standard” and “upgraded” configurations? Absolutely nothing. Every qualifying ID.3 rolls off the production line with identical motors, batteries, and power electronics. Only software restrictions separate the 201-horsepower baseline from the 228-horsepower peak performance, which also bumps torque from 265 Nm to 310 Nm.
BMW Tried This Already—And Customers Revolted
The automotive industry’s subscription experiments have faced fierce consumer backlash before.
This approach echoes BMW’s infamous heated seat subscription attempt in 2022, which customers rejected so thoroughly that the company eventually scrapped the program. Polestar and other manufacturers have dabbled in post-purchase performance unlocks, but consumer tolerance for paying extra to access hardware capabilities they’ve already purchased remains minimal.
Volkswagen includes a one-month free trial, letting owners experience the upgraded performance before committing. The lifetime option transfers with the vehicle to subsequent owners, making it potentially attractive for those planning long-term ownership.
When Hardware Becomes Hostage to Software
The practice reflects a broader industry shift toward recurring revenue from physical products.
The real issue isn’t 27 additional horsepower—it’s the precedent of manufacturers artificially limiting products you’ve purchased to create new revenue streams. Your ID.3 possesses the full capability from day one, but accessing it requires ongoing payments to the company that built it.
This software-gating strategy promises lower entry prices while letting buyers “customize” their experience. Critics argue it mainly benefits manufacturers by transforming one-time purchases into recurring income sources. The upgrade doesn’t affect driving range, focusing purely on acceleration and power output for overtaking or highway merging.
As automakers increasingly view vehicles as rolling software platforms, expect more features to migrate behind subscription walls. Your next car purchase might include choosing not just options packages, but which capabilities you’re willing to rent monthly.