Guacamole costs extra at Chipotle, and so does an extra shot at Starbucks. So, too, will be the case if you want to unlock the full horsepower on some Volkswagen vehicles.
Volkswagen is offering customers an “optional power upgrade” to increase the horsepower of its ID.3 range from about 148 horsepower to 168 horsepower. The 20-horsepower upgrade costs £16.50 ($22.50) per month, or £165 ($225) annually. Alternatively, customers can pay £649 ($878) for a lifetime subscription.
Horsepower, for the uninitiated, is a unit of measurement that describes how much power an engine can produce and how quickly it can do so. Specifically, one horsepower is defined as the power needed to move 550 pounds one foot in one second. Volkswagen, in this case, is able to essentially flip a switch in these EV models to give its engines an extra boost. This upgrade is attached to the car, not the individual, so the feature would remain on the car, particularly if you buy a lifetime subscription for the upgrade, should it change ownership.
Auto Express first reported the change, which has stoked concerns among social-media users about the pervasiveness of the subscription economy.
A Volkswagen spokesperson told Fortune the “power-on-demand function” for its ID.3 range has been available since May 2024 and part of the company’s development of its digital business models. The carmaker also offers subscription services for Adaptive Cruise Control, Navigation, Voice Assistant, and seat heating.
