Volkswagen's latest feature is a monthly bill for your car's horsepower

The subscription model has officially moved from your TV screen to your driveway. Volkswagen is now asking some of its customers to pay a recurring fee to unlock the full performance of their electric cars. The days of buying a car and getting everything it was built with may be changing, one software update at a time.

The program focuses on the Volkswagen ID.3 Pro and Pro S models, popular electric hatchbacks in the company's lineup. When a customer configures and buys one of these EVs, the car comes with a standard output of 201 horsepower (150 kW). However, the electric motor is physically capable of more.

Through a new digital storefront, Volkswagen offers an over-the-air "performance upgrade" that boosts the car's output to 228 horsepower (170 kW), an increase of 27 horsepower. This also raises the maximum torque from 195 lb-ft to 229 lb-ft, giving the car a noticeably quicker feel.

Owners in the United Kingdom can choose a monthly subscription of $22.66, following a one-month free trial period. For those who prefer a yearly commitment, the price is $227. If a driver decides they want the extra power permanently, they can make a one-time payment of $891. An important detail for the used car market is that this lifetime upgrade is tied to the vehicle's identification number (VIN), not the owner.

Volkswagen defends the practice by drawing parallels to the traditional auto industry. In a statement, the company explained that it has long offered engines of the same size with different power outputs at different prices. Historically, getting the more powerful version meant choosing a more expensive trim level from the start.

Volkswagen argues this new model offers customers greater flexibility. A buyer might not want to pay for the extra performance upfront, but can choose to activate it later for a road trip, a track day, or simply because their budget allows for it down the line. The automaker also assures customers that the upgrade does not negatively impact the car's estimated range and that no changes are needed for insurance, as the car is already registered with the potential for 228 horsepower from the factory.

This trend of monetizing built-in hardware isn't exclusive to Volkswagen. The German automaker is simply the latest to explore "features on demand." A few years ago, BMW faced public criticism when it launched a subscription service for features like heated seats and a heated steering wheel in some markets.

The rise of these software-locked features opens a new chapter in car ownership, raising questions about what a consumer truly owns when they buy a vehicle. It also brings the tech-world concept of "jailbreaking" into the automotive conversation - how manufacturers would respond if an owner were to find a way to hack their own car to unlock these features for free?

Via