A Major Feature Of The New Kia EV9 Is Locked Behind A Paywall

BMW caused controversy a couple of years ago when it suggested factory-fitted features like heated seats would only be accessible via a digital subscription. Mercedes later announced the option to unlock extra power in some of its electric cars by handing over $1,200 a year.

Now Kia has proposed something similar with its new EV9, a seven-seat electric SUV revealed this week. A large and practical family-mover with a claimed range of over 330 miles, the Kia EV9 will be offered with two battery size options and the choice of single- or dual-motor drivetrains.

It is also set to feature Level 3 autonomous driving, where a system called Highway Driving Pilot will use two lidar sensors to let the driver take a break when conditions allow. This is expected to mean autonomous, hand-off and eyes-off driving will be possible, but only in certain circumstances, such as on a highway with clear lane markings, traffic to follow, and at certain speeds.

But what’s most interesting about the EV9 is the new Kia Connect Store, which is where drivers will be able to purchase digital upgrades, delivered over-the-air. The only feature mentioned so far is called Boost, which increases maximum torque from 443 ft-lbs to 516 ft-lbs and lowers the 0-62 mph time from 6.0 to 5.3 seconds.

Kia hasn’t said how much the Boost upgrade will cost, or whether it will bve a one-off payment or be part of a subscription. What also isn’t clear is whether the car will come with a physical ‘Boost’ button that only works when the upgrade is paid for.

Other cars that use the same platform as the EV9, including the Kia EV6 GT and Genesis GV60, both have a Boost button on their steering wheel. Pressing this increases torque and acceleration for a few seconds.

It will be fascinating to see how customers respond to this, how many will opt for the Boost function, and what other plans Kia has for its online store.