Subscription services have worked out so well for other automakers that Volkswagen couldn’t resist jumping into the game. The company is reportedly considering locking a horsepower upgrade behind a paywall for UK owners of the ID.3 EV, giving them the option to pay $22.50 per month or $879 one time to gain 20 horsepower.
While this is sure to make everyone happy, VW’s website doesn’t help its cause. The company advertises the ID.3 as having 168 horsepower, but in the fine print, it states that motor output is 148 horsepower without the optional upgrade.
Auto Express UK reported on the pricing but could not verify whether the subscription follows the vehicle or the user profile. That said, the one-time $879 purchase price equates to about 39 months of monthly horsepower payments.
Volkswagen is just the latest in a long line of automakers exploring subscription services. My GR Corolla came with a year trial of connected “stuff” that I chose to ignore after the first 12 months, and BMW famously wanted to lock heated seats and other features behind subscription charges.
The move is undoubtedly a money-maker for automakers, but it only fosters resentment in customers. People want to get what they pay for, and the nickel-and-dime charges after the fact feel insulting for many people. The very least VW could do is advertise the non-upgraded horsepower numbers in the ID.3 configurator.
[Images: Volkswagen]
Become a TTAC insider. Get the latest news, features, TTAC takes, and everything else that gets to the truth about cars first by subscribing to our newsletter.
