VW: Your car's performance is now a subscription
As Volkswagen introduces a monthly fee to unlock power already built into its cars, it proves the industry is finally catching up to Tesla’s controversial, software-first playbook.
Volkswagen is testing the waters (and the patience of consumers exhausted with capitalism) in the UK, offering a subscription to unlock extra performance in its ID.3 electric cars.
For £16.50 per month (about $30 AUD), or a one-time fee of £649 (about $1200 AUD), owners can access power already built into the vehicle. VW frames this as offering "choice," but it sure feels like a clear move to create ongoing revenue streams from hardware you already own.
That said, VW would probably argue that if you're not paying the subscription, it's sold you that hardware at a discount – so them not enabling its full capability isn't necessarily robbing you of a 'feature' you own.
I dunno. It's pretty stinky, but from a purely business perspective, I can see how the case is made. But I don't like it!
VW's new strategy follows a trend set by Tesla, BMW and Mercedes, monetising features post-sale. It’s a pragmatic, if cynical, business decision, but one that feels like a solution in search of a problem for most enthusiasts.
