Polestar: Growing with Distinctive Design, More Markets, and More Models

In an interview with the platform Automotive News, company head Thomas Ingenlath spoke about the future orientation of the Polestar brand. The digital sales model with some physical locations will remain, as will the digital sales. Customers can view the offered cars in the Polestar Spaces or Polestar Destinations and take test drives—but the contract is always concluded digitally. According to Polestar CEO Ingenlath, the concept is well received: it is very rare for a customer to do everything in a Polestar branch, including buying or leasing the vehicle there.

Additionally, Polestar will visually differentiate itself from Volvo more than ever and set distinct accents that may not appeal to every potential customer. While the Polestar 1 could still easily pass as a Volvo S90 coupe and the Polestar 2 still has some visual similarities to Volvo, these ties will be noticeably loosened with the dynamic SUV Polestar 3. The mid-size SUV Polestar 4 and the sports sedan Polestar 5 will also set their own distinct accents.

Bold, daring, and in the future completely different from Volvo: Not everyone has to love the look

Ingenlath wants to focus on sportiness and place the driver more at the center. Thus, less emphasis will be placed on cargo space in the Polestar 3, prioritizing drivetrain and aesthetics: The Polestar 3 is accordingly expected to have a more distinctive design than 1 and 2. Ingenlath, who previously led Volvo's design, explained:

“I have always said that a Volvo should not provoke people. It should have very high acceptance with every single customer profile.”

A Polestar, on the other hand, should be more progressive and avant-garde: “Therefore, it will not be loved by everyone, but it will appeal to its fans.”

In 2022, Polestar plans to sell 65,000 vehicles worldwide, up from 29,000 in 2021. By 2025, sales should reach 290,000, which according to Ingenlath, will be driven by expansion into more markets and a broader product range. He also hopes for a snowball effect:

“The transition from combustion engines to electrification will help us with that. I can imagine this continuing to increase and triggering a snowball effect.”

And he explained to the US audience, to whom he revealed further plans in New York, that in his opinion there is a fundamental difference between Polestar and many other electric car companies:

"We are not a virtual company waiting to build factories and sell cars. We are a real company already producing and marketing cars around the world. Our two award-winning vehicles are driving on the roads in 14 markets worldwide and we expect to sell around 29,000 vehicles this year."

He also emphasized the company's established production and distribution capabilities and declared that Polestar plans to launch a new vehicle every year for the next three years, starting with the Polestar 3. The brand will also expand its presence to at least 30 global markets by the end of 2023. The Polestar 3 will be built at a Volvo Cars plant in Charleston, South Carolina. By 2024, the range is expected to include four models.

What does that mean?

So far, Polestar has been considered a very Volvo-close electric Tesla alternative, which, however, started in its first full sales year with expected modest sales figures. But in the medium term, at least mid-six-figure numbers must be produced and sold to establish the brand in the long term. With 290,000 units, you are roughly on the level of Porsche. That's why Ingenlath also issued the directive: "From now on, everything at Polestar is about growth."