Polestar Reboots After Original Vision Falls Short

Polestar is undergoing significant changes after acknowledging that its original vision did not meet expectations. The Swedish electric vehicle manufacturer is shifting its business strategy to ensure future growth and competitiveness in the EV market.

Polestar’s New Direction

Previously, Polestar was defined by its restrictive guidelines. The company committed to not using combustion engines after the Polestar 1 and offered a limited color palette for its vehicles. This exclusive approach, including the decision to eliminate rear windows in some models, has impacted profitability.

Strategic Changes Announced

• Polestar will now embrace a wider range of colors for its vehicles.
• Design chief Philipp Römers aims to make models “more emotional” through these changes.
• Interior features, including buttons, will be reintroduced.

During a recent business update, the automaker announced a roadmap to modernize its offerings. A successor for the Polestar 2 will launch in early 2027, and this model is characterized as not just a facelift but an entirely new vehicle. The ambitious plan includes the introduction of the Polestar 7 compact SUV in 2028.

Future Models on the Horizon

Polestar’s upcoming models signify a clear departure from its earlier strategy:

• Polestar 2: Set for a complete redesign in 2027.
• Polestar 7: This compact SUV is expected to arrive in 2028.
• Polestar 4: A new variant will be introduced, featuring a long roof and rear window.
• Polestar 6: The roadster will be launched likely in 2029.
• Polestar 5: A grand tourer model, which may not be available in the U.S. soon.

Challenges Ahead

Although Polestar is making efforts to revitalize its brand, it faces challenges in its unconventional naming conventions and product strategies. The lack of standard model progression may confuse consumers. However, the company appears committed to adapting its approach.

CEO Michael Lohscheller, who took over leadership over a year ago, emphasized the importance of these changes. His persistent call for doing “the right things” reflects Polestar’s commitment to redefining itself and expanding its market presence. Time will reveal the effectiveness of these strategic shifts, but it is clear that Polestar’s original vision needed reevaluation.