Volkswagen has launched a monthly subscription service for eligible electric cars, allowing customers to upgrade their engine power for an additional fee. The “optional power upgrade” costs £16.50 per month or £165 annually, with the option to pay £649 for a lifetime subscription.
VW claims this feature offers customers choice and flexibility in their car ownership experience. However, some have raised concerns about similar practices by other manufacturers, such as BMW’s heated seat and steering wheel subscriptions. A survey found that consumers’ willingness to pay for connected services has decreased over time.
The move is part of a broader trend towards subscription-based models, with the global market expected to reach nearly $1 trillion in value by 2028. VW’s power upgrade service aims to provide customers with the option to enhance their driving experience at any time, without committing to a higher initial purchase price.
Source: https://www.bbc.com/news/articles/c62weyp4qqgo