Volkswagen has caused a storm of discontent after offering owners of its electric ID.3 model a new option: a subscription that unlocks additional power. For a monthly fee or a one-off payment, drivers can increase the power of their car from 201 horsepower to 228 horsepower, without requiring any physical changes to the car.
What are customers paying for?
Volkswagen ID.3 owners in the UK can subscribe for £16.50 per month or pay £649 to permanently activate full power. This extra 27 horsepower increases the car's torque, making it more dynamic. The company assures that this does not affect insurance, since the car is registered with its maximum power.
Why has the subscription caused so much discontent?
Despite the company's explanations, the idea of paying extra money for something that is already in the car has caused a huge wave of negative reactions. On social networks and car forums, users called the subscription scheme “stupid“ and “a waste of money“.
A new direction in the automotive industry
Volkswagen tries to explain this approach by comparing it to the traditional practice of offering cars with the same engine but with different power levels. The company claims that now owners can improve the characteristics of their car at any time, and not just when buying it.
Despite the criticism, Volkswagen is not the only automaker to experiment with such models. BMW has also come under fire for its heated seat subscription, while Polestar offers owners the option to purchase a software package for extra power. The trend shows that the auto industry is gradually moving towards paid software updates to boost profits without changing the physical design of cars.