Paying for extra packages and upgrades in your car is one thing, but a new Volkswagen subscription to unlock its ID.3 electric car's full capabilities has been met with criticism.
Electric Cars
Volkswagen UK has received backlash for allowing customers to unlock more power over-the-air for its ID.3 electric cars through a Netflix-style subscription.
Owners of the ID.3 Pro and Pro S can pay £16.50 ($AU34) per month, £165 ($AU344) per year, or outright for £649 ($AU1350), to boost their vehicle's power from 150kW to 170kW without needing to visit a dealer.
The car is registered in the eyes of authorities at 170kW, so Volkswagen says the power boost does not impact insurance policies, and comes at no impact on the car's driving range rating.
Drivers can opt for a one-month free trial before committing to a purchase, details in the company's fine print show.
UK publication Auto Express, which spotted the option, notes it is unclear what will happen to customers who hack or ‘jailbreak’ to unlock the power boost on their own, without paying for the upgrade, but it is possible that parts of their warranty may be void.
Auto Express reported that Volkswagen said in a statement: “Offering more power to customers is nothing new.”
“Historically many petrol and diesel vehicles have been offered with engines of the same size, but with the possibility of choosing one with more potency. These traditionally are higher up in the product range, with more specification and a higher list price.”
“If customers wish to have an even sportier driving experience, they now have an option to do so, within the life of the vehicle, rather than committing from the outset with a higher initial purchase price.
“The car is presented on the configurator with [150kW], with the option made very clear to customers.”
The scheme has received criticism online in recent days.
Commenters on US publication Motor1 were appalled at the move, with one saying to “end all subscription nonsense except newspapers and magazines please!” and another adding “car manufacturers wouldn't be pulling this crap, if there [weren't] suckers out there falling for it”.
Another commenter on Auto Express wrote: “downgrad[ing] that motor in order [to] charge the owner an additional fee to return it to factory spec? ... That's disgusting!”
However, Volkswagen is also not the first to charge customers for capabilities already built into their cars.
Polestar 2 customers can also pay $1500 to unlock a 50kW over-the-air boost for top-of-the-range dual-motor models.
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Ilana is a Melbourne-based journalist who was previously a copywriter in the Big Apple. Having moved to Melbourne for her Master of Journalism, she has written articles about food, farm machinery, fashion, and now the fast and furious. Her dream car has been a Mini Cooper since the fifth grade, eyeing its style and petite size.
