Mercedes-EQ EQE and EQ EQS models are eligible for an Acceleration Increase add-on, which boosts performance for a $1,200 yearly subscription. | Image: Mercedes
Mercedes is the latest manufacturer to lock auto features behind a subscription fee, with an upcoming āAcceleration Increaseā add-on that lets drivers pay to access motor performance their vehicle is already capable of.
The $1,200 yearly subscription improves performance by boosting output from the motors by 20ā24 percent, increasing torque, and shaving around 0.8 to 0.9 seconds off 0ā60 mph acceleration when in Dynamic drive mode (via The Drive). The subscription doesnāt come with any physical hardware upgrades ā instead, it simply unlocks the full capabilities of the vehicle, indicating that Mercedes intentionally limited performance to later sell as an optional extra. Acceleration Increase is only available for the Mercedes-EQ EQE and Mercedes-EQ EQS electric car models.
As global sales for new cars have fallen in recent years, car manufacturers have pivoted toward selling software updates and features as subscriptions to generate a continuous revenue stream long after a car has been purchased. While this makes sense for certain software-specific offerings (such as premium navigation features or remote vehicle monitoring), Mercedes paywalling its vehicle performance is part of an emerging, more loathsome trend that sees auto brands restricting the capabilities of hardware that already comes factory-equipped with the vehicle.
This comes just months after BMW sparked outrage by similarly charging an $18 monthly subscription in some countries for owners to use the heated seats already installed within its vehicles, just one of many features paywalled by the car manufacturer since 2020. BMW had previously also tried (and failed) to charge its customers $80 a month to access Apple CarPlay and Android Auto ā features that other vehicle makers have included for free.