Polestar emerged as an automaker characterized more by what it wouldn’t pursue than by what it would. It wouldn’t utilize combustion engines, at least not after the introduction of the Polestar 1. It wouldn’t offer colors, either inside or outside. It wouldn’t adhere to conventional generational model cycles. For one model, it doesn’t even provide rear windows. Nevertheless, the brand has struggled with profitability, compelling it to reevaluate some of its established boundaries. A new roadmap unveiled on Wednesday has made it clear: Polestar’s original business strategy fell short, and it has now been overhauled.
Giving credit where it’s warranted, Polestar remains committed to its EV-only principle at a time when nearly everyone else is not. However, it is backtracking on several other fronts. It will now embrace colors instead of exclusively providing its vehicles in shades of gray. Design chief Philipp Römers expressed an interest in making the brand’s offerings “more emotional” in the company’s most recent strategy update, and introducing new colors is likely a part of this effort; he hinted at it late last year as well. Interior buttons will also play a role in this initiative.
One of the key announcements from today’s business update was the introduction of a successor to the Polestar 2, a vehicle that, two years ago, former CEO Thomas Ingenlath stated wouldn’t have one—at least not directly. At that time, a new model dubbed the Polestar 7 (remember that; we’ll revisit it later) was set to take the place of the 2, with this unique naming approach aimed at fostering innovation.
“Even if we develop a very similar car, the different number allows us to avoid being trapped in the preconceived notions of what that car was,” Ingenlath told Autocar in 2024, referencing the Volkswagen Golf as an example of a classic model that can’t innovate fully due to its own legacy.
However, as we learned today, a new Polestar 2 is expected in early 2027—which is not just a facelift but an “entirely new car,” in Römers’ terminology—and the Polestar 7 compact SUV slated for 2028. Meanwhile, the Polestar 6 roadster was only briefly mentioned today regarding the announcement of four new models in the coming three years. It was not listed as one of those, by the way; a representative from North America confirmed that the 6 will arrive after the 7, indicating that a 2029 launch at the earliest is in store for the brand’s anticipated flagship product.
Next is the Polestar 4, which our own Joel Feder recently had the chance to experience; there’s already a new variant on the way. The existing 4 will soon be renamed the 4 Coupe, while the “new” 4 will feature a longer roof resembling more of a wagon than an SUV—and it will include a rear window.
Lastly, there’s the Polestar 5. This model remains a true sedan (or “grand tourer” per the brand’s terminology), and it’s still not expected to launch in the U.S. anytime soon.
Polestar’s readiness to challenge conventional automotive norms is admirable, yet its strategies have been perplexing from the outset. The company’s naming system, for instance, lacks any logical progression in terms of market positioning. The notion of bypassing traditional model generations may seem appealing to the company’s designers, but it’s likely to frustrate consumers. There’s a reason brands hold value; once introduced, they alleviate the necessity of repeated self-promotion. That’s why we’re seeing a second-gen Polestar 2 that was never meant to exist.
And regarding the color strategy. Yes, most buyers prefer white or black vehicles. However, aiming to stand out while disregarding an entire color spectrum evidently complicates matters on the visual front.
Nevertheless, Polestar appears to be maintaining an open-minded approach toward these issues, which is truly all one can ask after a few decisions that haven’t been favorable. During today’s presentation, CEO Michael Lohscheller, who took over from Ingenlath and has been leading for just over a year, repeatedly returned to a familiar line: “We’re making the right moves.” Naturally, only time will reveal how accurate these decisions will be. What we do know for sure is that Polestar’s initial vision was unworkable, and everything shared today corroborates that fact.
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**Polestar’s Original Vision Did Not Succeed; The Brand is Now Undergoing a Transformation**
Polestar, the electric performance automotive brand that stemmed from Volvo and Geely, is experiencing a significant evolution since its launch. Initially introduced with grand aspirations to transform the electric vehicle (EV) market, Polestar’s early vision encountered multiple obstacles that impeded its success. Yet, the company is currently navigating a strategic transformation intended to redefine its identity and enhance its market position.
### The Original Vision
Polestar was established with a distinct aim: to manufacture high-performance electric vehicles merging sustainability with state-of-the-art technology. The brand’s inaugural model, the Polestar 1, was a plug-in hybrid sports car demonstrating the potential of electric performance. However, despite its innovative design and engineering feats, the Polestar 1 struggled to gain traction in a market that was increasingly favoring fully electric vehicles.
The subsequent launch of the Polestar 2, a completely electric sedan, aimed to attract a more extensive audience. While it garnered favorable reviews for its performance and technology, it contended with fierce competition from established names like Tesla, as well as new entrants into the EV arena. The initial vision of establishing Polestar as a frontrunner in electric performance did not unfold as anticipated, prompting a reevaluation of the brand’s strategy.
### Challenges Encountered
Several elements contributed to Polestar’s challenges. The swift progress of the EV market meant that consumer preferences shifted rapidly, with rising expectations for affordability and practicality overshadowing high-performance features. Furthermore, supply chain disruptions and increasing production costs hindered the company’s capacity to scale efficiently.
Additionally, Polestar’s marketing approach did not resonate as profoundly as intended. The brand grappled with clarifying its distinct identity apart from its parent companies, Volvo and Geely, resulting in consumer confusion about what Polestar symbolized in the automotive industry.
### The Transformation
Acknowledging the necessity for a strategic reset, Polestar is currently undergoing a transformation to realign its vision and objectives. The company has redirected its focus toward developing a more accessible range of electric vehicles that appeal to a broader customer base. This involves plans for new models prioritizing affordability, practicality, and sustainability while preserving the performance traits that characterize the brand.
Polestar is also making substantial investments in technology and innovation, committing to improving its software capabilities and incorporating advanced features appealing to tech-savvy consumers. The company is exploring partnerships and collaborations to enhance its technological progress and widen its market presence.
### Future Outlook
As Polestar embarks on this renewed journey, the brand aspires to solidify its foothold in the competitive EV market. By prioritizing consumer needs and adapting to market dynamics, Polestar hopes to regain momentum and position itself as a significant player in the electric vehicle sector.
The transformation also includes a renewed pledge to sustainability, with initiatives to enhance the environmental footprint of its manufacturing processes and supply chain. Polestar aims to emerge as a leader in sustainable mobility, aligning with the rising consumer interest in eco-friendly transportation options.
### Conclusion
Polestar’s original vision may not have unfolded as intended, but the company’s proactive stance toward confronting its challenges hints at a promising future. With an emphasis on accessibility, technology, and sustainability, Polestar is positioned to redefine its brand and establish a notable niche in the changing electric vehicle market. The road ahead will be critical in determining whether Polestar can achieve its foundational aspirations and emerge as a leader in the electric performance arena.