Volkswagen is taking a page from Netflix and Amazon Prime – but instead of streaming movies, it’s streaming horsepower. The German automaker is now offering ID.3 hatchback owners a paid subscription to unlock the car’s full performance potential.
From 201bhp to 228bhp – For a Price
On paper, the Volkswagen ID.3 Pro and Pro S models produce 201bhp. But beneath the surface, the electric hatchback is capable of delivering 228bhp. To access that extra 27bhp and a torque jump from 265Nm to 310Nm, owners will need to pay £16.50 per month, or opt for a one-off “lifetime” upgrade at £649.
Volkswagen is currently offering a one-month free trial for the upgrade, which, if paid monthly, amounts to £165 a year. The lifetime option is tied to the car rather than the individual, meaning future owners inherit the perk.
No Impact on Range or Insurance
The performance boost doesn’t affect the ID.3’s driving range, according to VW, and since the car is officially registered at 228bhp from the factory, there’s no need to update insurance policies. This makes the upgrade purely about driver experience, not added running costs.
Why VW Says It’s Doing This
Volkswagen frames the move as an evolution of a long-standing practice. Traditionally, petrol and diesel cars were offered with multiple power outputs from the same engine, with higher-performance versions commanding a higher purchase price.
Now, the company says, buyers don’t have to commit upfront. “If customers wish to have an even sportier driving experience, they now have an option to do so within the life of the vehicle, rather than committing from the outset with a higher initial purchase price,” VW explained in a statement.
The Subscription Model in Cars
Volkswagen isn’t the first to introduce subscription-based vehicle features. BMW drew criticism for trying to charge drivers a monthly fee for heated seats, while Polestar offers a similar performance unlock for its Polestar 2 EV. The trend reflects a growing shift in the automotive industry toward software-locked features that can be activated – for a price – after purchase.
Risks of Going Rogue
One unanswered question is what happens if an owner “jailbreaks” the car to unlock the power without paying. While technically possible, this could void the warranty and may even trigger legal action from VW. Auto Express has contacted the brand for clarification.
A Sign of Things to Come?
As electric vehicles become more software-driven, automakers are finding new ways to monetise capabilities that already exist in the car. Critics argue it’s a way to make customers pay twice for something they’ve technically already bought. Supporters say it offers flexibility and choice.
Whether drivers see it as an innovative option or a cynical cash grab, VW’s move signals that subscription-based performance could be a permanent fixture in the EV market – and not just for entertainment streaming.
