Some executives at Volkswagen seem to have a fondness for gacha games. According to a report by Auto Express, new models now require a subscription to unlock their full horsepower.

VW is promoting the ID.3, which is considered its entry-level electric hatchback. When purchased in mid-tier trims, it offers a modest 201 horsepower, but for an extra £16.50 per month or a one-time payment of £649, customers can gain access to an additional 27 horsepower. This model feels reminiscent of the gaming industry’s monetization tactics.

The idea of unlocking more power through aftermarket modifications is familiar, similar to overclocking your GPU. However, when a manufacturer charges for features already built into the vehicle—such as horsepower—it becomes less acceptable.

Back in the day, purchasing a game like Need for Speed: Hot Pursuit 2 for the Nintendo GameCube came with everything included. Now, the shift towards subscription models and microtransactions in gaming has seeped into the automotive industry, altering how customers interact with their purchases.

Examples include BMW’s past attempts to charge for features like Apple CarPlay and heated seats, which backfired thanks to consumer backlash.

As vehicles slowly integrate into the internet of things, the industry is now experimenting with subscription features. The slow acceptance of such practices by automakers has many wondering where it will lead next.