Subscriptions are creeping from software into everything — even your car’s horsepower
Volkswagen, the German automaker, has introduced a monthly subscription fee to access the full performance of some of its ID.3 electric vehicles. Customers can pay an additional £16.50 per month, £165 annually, or £649 for a lifetime subscription to unlock an extra 27bhp, allowing their ID.3 Pro and Pro S models to produce 228bhp instead of the standard 201bhp. Volkswagen has described the subscription model as a way to offer customers "flexibility" and the ability to "adapt the vehicle to their individual needs." This move by Volkswagen reflects a broader trend of subscription-based pricing models, traditionally associated with software, now expanding into the automotive industry.
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