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Tenderloin
All manufacturers are planning this. It's been something the largest auto group on the planet have been discussing since at least 2015 when I was working on some marketing stuff.
It's so much more cost effective to ship with these things in all cars and then charge subscriptions or software unlock than custom build cars to customer spec.
There was even talk of shipping with chipped engines capable of increasing or decreasing power if you fancied going on a spirited drive at the weekend. I can see this one being implemented in electric cars as it's super easy to limit power.