Volkswagen has introduced a subscription-based power upgrade for some of its electric vehicles in the UK, allowing drivers to pay extra to unlock the full performance potential of their cars.
The offer applies to eligible models in the German manufacturer’s ID.3 range. Customers can choose to activate the higher power output for £16.50 per month, £165 per year, or as a one-off £649 lifetime purchase. The lifetime option is tied to the vehicle rather than the owner, meaning the upgrade remains active if the car is sold on, according to Auto Express, which first reported the move.
A Volkswagen spokesperson told the BBC the company aimed to give customers greater flexibility. “Historically, many petrol and diesel vehicles have been offered with engines of the same size, but with the possibility of choosing one with more potency,” they said. The upgrade, they added, enables drivers to opt for a “sportier” experience without committing to a higher purchase price from the outset.
The approach is not without controversy. Some customers have criticised similar schemes in the past, arguing they should not have to pay to activate capabilities already built into the car. Other manufacturers, including BMW and Mercedes-Benz, have also experimented with subscription-based features. BMW previously offered paid access to heated seats and steering wheels, while Mercedes launched a US service in 2022 allowing electric car owners to pay for faster acceleration.
The rise of such offerings reflects a broader trend in the automotive industry towards software-based services and ongoing revenue streams. However, consumer appetite for in-car subscriptions may be waning. A survey by S&P Global found the proportion of respondents willing to pay for connected services fell from 86% in 2024 to 68% in 2025. Some cited the cost of subscriptions and frustration at basic features being divided into paid tiers.
Despite these reservations, market analysts predict the subscription model will continue to grow across sectors. Juniper Research estimated in 2024 that the global subscription economy could approach $1 trillion (£740 billion) in value by 2028.
Volkswagen’s move signals its intention to remain part of that shift, blending traditional vehicle sales with optional, software-driven upgrades. For drivers, the decision may come down to whether the appeal of extra horsepower is worth an ongoing fee — or a one-off payment that could make their ID.3 more attractive to the next owner.
