Volkswagen is bringing subscriptions to its UK customers, but not for Netflix-style content, for extra power in its electric cars.
If you buy an eligible VW ID.3, you can pay to unlock the full performance hidden in the car’s engine. Prices start at £16.50 a month, £165 a year, or a one-off £649 “lifetime” payment. The upgrade sticks with the car even if you sell it on.
VW says it’s all about giving people choice. A spokesperson compared it to petrol and diesel models in the past, where you could pick the same engine size but pay more for extra performance. Now, instead of making that decision upfront, you can unlock the sportier drive later with a subscription.
Not everyone is happy about this approach. Some argue it feels unfair to pay for features already built into a car you own. VW is not the first to try it either. BMW made headlines for charging monthly fees for heated seats, while Mercedes offered a subscription in the US to boost acceleration in its EVs.
Surveys show people are cooling on in-car subscriptions. According to S&P Global, the number of drivers willing to pay for connected services dropped from 86% in 2024 to 68% in 2025. This comes despite the wider subscription economy booming, with forecasts suggesting it could reach almost $1 trillion worldwide by 2028.
