Volkswagen has introduced a subscription-based model in the UK that allows customers of its electric cars to unlock higher horsepower by paying extra, the BBC reported. The system applies to the ID.3 and ID.4 models, which start with 201 horsepower but can be increased to 228 horsepower for a fee.

The optional upgrade costs Rs 1,945 (£16.50) per month, Rs 19,450 (£165) annually, or Rs 76,506 (£649) for a one-time lifetime purchase.

Company’s explanation

A Volkswagen spokesperson said the move reflects a long-standing practice in the automobile sector. “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,” the spokesperson said, adding that the subscription was designed to offer customers flexibility.

According to the company, the power upgrade allows a “sportier” driving experience without committing to a higher upfront purchase price.

Customer backlash

Despite Volkswagen’s reasoning, many customers expressed disappointment on social media. Critics described the system as “artificial gatekeeping” and a “cash grab.”

“When there’s a will, there’s a way. It’ll be like ECU tuning except now you gotta have the skills of an iPhone jailbreaker,” one user wrote. Another said: “The problem is not the ability to do something like this. The problem is the artificial gatekeeping of the features for sh*t value.”

A third commented that although most buyers could afford the Rs 76,506 (£649) lifetime upgrade, they would rather find ways to bypass the restriction “out of spite.”

Previous instances

Volkswagen is not the only carmaker using such a model. Mercedes-Benz offers “Acceleration Increase” for its EQE and EQS electric cars. Tesla allows drivers of its Model Y to pay $2,000 upfront for an Acceleration Boost, though it does not offer a subscription plan.

BMW has also introduced subscription models, charging $18 per month to unlock heated seats and $12 for heated steering wheels.