Volkswagen is drawing global attention after introducing a $20 per month subscription to unlock hidden horsepower in its ID.3 electric vehicle. Instead of paying for a car upgrade at the dealership, drivers can now pay monthly to access the full performance their car already has.
This has sparked both excitement and criticism. Some call it a flexible way to pay only when needed, while others see it as a controversial paywall on hardware customers already own.
How the Volkswagen $20 subscription car works
The Volkswagen ID.3 comes with 201 horsepower by default. However, the car actually has more power built into its system. For an additional £16.50 per month (around $20), owners can unlock an extra 27 horsepower, bringing the total to 228 hp.
Volkswagen also offers a one-time payment of £649 for those who want permanent access without recurring fees
This model means that customers can subscribe only during times they want more performance—such as long drives or specific seasons.
Why Volkswagen is testing subscription features
The Volkswagen $20 subscription car is part of a larger shift in the auto industry. More companies are experimenting with subscription-based models for features like heated seats, advanced driver assistance, and now horsepower.
The goal is to generate ongoing revenue even after the car has been sold. With electric vehicles offering software-based control of performance, carmakers can turn upgrades into digital products rather than hardware changes.
Mixed reactions from customers
While some drivers appreciate the flexibility of paying monthly instead of a large upfront cost, many are upset. Critics argue that if the hardware is already installed in the car, locking it behind a subscription feels unfair.
This is not the first time the auto industry has faced backlash. BMW previously tested charging monthly for heated seats, but public pushback forced the company to scale back the program.
Volkswagen’s other subscription programs
This is not Volkswagen’s first step into subscriptions. In the U.S., VW offers the VW Flex subscription program in Atlanta, where customers can pay $599–$799 per month for a car that includes insurance, maintenance, and roadside assistance The Sun
In Germany, VW’s AutoAbo subscription allows drivers to lease electric models like the ID.3 and ID.4 starting from €499 per month.
However, the Volkswagen $20 subscription car is the first time such a low monthly fee has been tied directly to unlocking performance.
The future of car subscriptions
The Volkswagen $20 subscription car shows how the industry may move toward more pay-as-you-go driving experiences. Instead of paying for every feature upfront, drivers may soon choose features like performance boosts, heated seats, or advanced navigation on a monthly basis.
But the big question remains—will customers accept paying extra for something their car already has?
Final takeaway
Volkswagen’s $20 per month subscription for extra horsepower in the ID.3 is a bold experiment in the future of mobility. While it offers flexibility, it also raises serious concerns about fairness and ownership. For now, it remains one of the most talked-about innovations in the auto world.
