Volkswagen locks horsepower behind a paid subscription in Europe, but will it come to the US?

The Brief

Volkswagen has launched a new subscription service for its ID.3 electric hatchback that requires drivers in Europe to pay extra if they want access to the car’s full power.

The move is part of a growing trend in the auto industry where features are locked behind software-based paywalls, echoing the monthly fees consumers already pay for streaming services like Netflix or Disney+.

By default, the Volkswagen ID.3 Pro and Pro S are listed at 201 bhp. However, the cars can actually deliver 228 bhp — if owners pay to unlock it.

In the U.K., the performance boost costs £16.50 per month, £165 per year, or £649 for a lifetime purchase tied to the car. In Germany, the prices are €18.90 per month, €189 annually, or €629 for lifetime activation.

Volkswagen said the upgrade improves acc