Volkswagen locks extra speed behind subscription: microtransactions for cars

Not this again: Automakers are trying to turn the growing digitization of electric cars into a recurring revenue stream by locking key features behind subscriptions and microtransactions, similar to live-service video games. Volkswagen's latest effort to put horsepower behind a paywall follows a widely criticized attempt by Mercedes a few years ago.

Auto Express reports that Volkswagen ID.3 drivers in the United Kingdom must now pay £16.50 ($22.32) per month to access the EV's full performance, totaling roughly £165 ($224) per year. A lifetime unlock option is also available for £649 ($880).

The company lists the Pro and Pro S models with 201 brake horsepower (bhp), but buying the upgrade boosts it to 228 bhp. The lifetime license remains with the car and transfers to new owners. Additionally, the vehicle is rated at 228 bhp from the factory, so the subscription does not affect insurance ...