In a move that has ignited fresh outrage among consumers and industry watchers alike, Volkswagen has rolled out a subscription service allowing owners of its ID. Buzz electric van to temporarily boost the vehicle’s horsepower for a monthly fee. Priced at €29.99 (about $32), this “optional power upgrade” unlocks an additional 80 horsepower, pushing the van’s output from 282 to 335 horsepower for as long as the subscription remains active. According to a recent report from BBC News, the German automaker frames this as a way to offer “more choice,” enabling drivers to pay for enhanced performance only when needed, such as during heavy towing or highway overtakes.

Yet, this development underscores a deeply troubling trend in the automotive sector: charging customers ongoing fees for hardware that’s already installed in vehicles they’ve purchased outright. Imagine shelling out upwards of $50,000 for a premium electric van, only to discover that its full potential is gated behind a paywall. Volkswagen isn’t alone; similar practices have drawn ire from buyers who feel nickel-and-dimed after making a significant investment.

The Ethical Quandary of Ownership in the Subscription Era: As automakers increasingly treat vehicles like software platforms, the very notion of ownership is eroding, leaving consumers to question whether they’re buying a car or merely licensing its capabilities, a shift that prioritizes recurring revenue over customer satisfaction and raises profound ethical concerns about fairness in high-value purchases.

This isn’t Volkswagen’s first foray into such models. The company has experimented with subscriptions for features like adaptive cruise control and navigation in other markets. But the power upgrade takes it a step further, tampering with the core driving experience. Critics argue it’s deplorable—buyers are essentially renting back parts of their own property. As The Verge highlighted in a 2022 analysis, automakers like BMW have faced backlash for locking heated seats behind monthly fees, despite the hardware being pre-installed, turning what should be a one-time purchase into a perpetual expense.

The financial calculus for companies is clear: in an era of slimming margins on electric vehicles, subscriptions promise steady revenue streams. Volkswagen’s ID. Buzz, starting at around €65,000 in Europe, already commands a premium, yet the firm sees fit to extract more through digital unlocks. Industry insiders whisper that this could extend to braking systems or battery efficiency, further blurring the lines between ownership and access.

Consumer Backlash and Regulatory Ripples: Mounting evidence from global markets shows drivers rebelling against these fees, with dealerships lobbying for changes and lawmakers in places like New Jersey proposing bans, signaling a potential regulatory crackdown that could force automakers to rethink their aggressive monetization strategies before they alienate their core customer base.

Dealerships, too, are pushing back. A 2023 report from Kelley Blue Book detailed how U.S. dealer groups are lobbying automakers to abandon these plans, fearing they erode trust and complicate sales. Customers, after all, expect to own what they pay for, not subscribe to it piecemeal. Volkswagen’s latest offering, as per the BBC News piece, is available initially in Germany with plans for expansion, but early reactions on social media label it as exploitative.

For industry executives, the allure is undeniable—recurring fees could add billions to bottom lines, as Business Insider explored in 2022. Yet, the deplorability lies in the betrayal of trust: a vehicle isn’t a smartphone app; it’s a major asset. Locking built-in features behind subscriptions after a hefty upfront cost smacks of corporate greed, potentially driving buyers toward brands that respect outright ownership.

The Long-Term Risks to Brand Loyalty: If unchecked, this subscription creep could fracture longstanding relationships between automakers and consumers, prompting a shift toward simpler, fee-free vehicles and empowering competitors who prioritize transparency, ultimately forcing the industry to confront whether short-term profits are worth the long-term erosion of goodwill.

As electric vehicles proliferate, with features increasingly software-defined, the controversy is far from over. Volkswagen’s power subscription may be pitched as flexible, but it exemplifies a dystopian future where every acceleration comes with a bill. Regulators and consumers must demand better, ensuring that ownership means just that—full, unfettered access without hidden tolls.