Most car for the last decade or two already come with a lot of options built-in that are simply disabled by software in the factory. It's cheaper to just build in a standard set of electronics and disable what's not bought by the customer because many brands still like to milk the customer with options. Subscriptions just take the buying of options to renting.
VW here also also has the "lifetime subscription" for this. That makes it basically the same as you buying the option and they switch in it on in the factory. It's just plain in your face that it's behind a paywall while the old checking options didn't feel as much as a paywall.
Anyway, I went with Hyundai. They didn't do options and subscriptions. You only get to choose the model and looks, that's it.
That would require more logistics to get different modules, checks to make sure the right ones are installed and labor to install them. Somewhere there is a cutoff point where modularity is cheaper.