Volkswagen proposes charging drivers for access to the power potentially hidden in their existing vehicles
Volkswagen ID.3 Pure EV Customers in the UK Pay Extra for Full Power Output
Volkswagen ID.3 Pure EV customers in the UK are required to pay an additional fee to unlock the full power output of their vehicles. By default, the ID.3 Pure EV models are capped at 145-148 horsepower, despite being marketed as having 165-168 horsepower [1][3][5].
The German automaker justifies this charge by comparing it to traditional engine lineups where different power outputs and performance trims are sold as separate variants with price differences. They argue that this subscription fee for unlocking power mirrors that approach, but done via software rather than physical hardware differences [3].
In essence, Volkswagen treats the power unlocking like a tiered engine tuning option, but implemented as a digital unlock requiring payment. Customers can unlock full power via a monthly subscription of £16.50 or a one-time lifetime fee of £649 [3][5].
The power increase is about 20 hp and does not significantly affect the vehicle's range [3]. This new revenue model reflects evolving digital monetization strategies in the automotive industry, leveraging connected car capabilities to monetize existing features post-sale [1][3].
The Volkswagen ID.3, as presented on the configurator, has a peak power of 201 bhp [6]. However, the entry-level Volkswagen ID.3 Pure models, as listed, have 165 bhp peak power, but in reality, they have 145 bhp [2].
Meanwhile, the Volkswagen Polo 2025, another upcoming vehicle, is expected to have a 999 cc petrol engine and a starting price of ₹ 8 Lakhs [4]. The Volkswagen ID.7, another upcoming vehicle, is expected to have a 77 kWh battery and a range of 621 Km [7].
References:
- Electrek
- AutoExpress
- Car and Driver
- CarDekho
- Electric Vehicle Web
- Volkswagen ID.3 Configurator
- Electric Vehicle News
Business models in the automotive industry are evolving, with Volkswagen introducing a digital subscription service to unlock full power output in their ID.3 Pure EV models. This additional charge, comparable to different power outputs in traditional engine lineups, falls under the customer's lifestyle and finance, costing £16.50 monthly or a one-time lifetime fee of £649. As technology advances, car manufacturers like Volkswagen are leveraging connected car capabilities to monetize features post-sale, making even cars like the upcoming Volkswagen Polo 2025, with its petrol engine and starting price of ₹ 8 Lakhs, subject to such digital business strategies.
