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Polestar manufactures the Polestar 3 in a factory in South Carolina, and last year he warned that any ban “restricts the operations of a legally organized United States company with substantial US capital.”
“The US is an important market for us,” Kim Palmer, Polestar’s head of PR, tells WIRED. On the suggestion of non-Chinese software and other devices, Palmer adds: “We are in an advanced position to update our future models to ensure that they comply with the regulations regarding hardware, software, and vendors.”
However, Lohscheller may have to ask the Trump administration to sell its US-made cars in the US. Trump incompatible with EVs it’s well known, but it’s unclear how widespread America’s EV plan will be led by Tesla CEO Elon Musk.
“It’s unusual to see the CEO of Tesla getting involved with the national EV plan,” said Peter Wells, professor of marketing and director of the Center for Automotive Industry Research at Cardiff University in Wales, UK. “There is a strong possibility that Musk will rewrite the rules to suit Tesla’s preferences.”
If this is the case, it could be very difficult for Polestar to find time. Maybe that’s why, in his presentation, Lohscheller emphasized Polestar’s pivot in France. Trade dispute with Citroen – the company said The Polestar logo was very similar to his-Polestar has already blocked sales in the French market.
However, there is a snafu to be found. Potential Polestar buyers were not eligible for France’s EV subsidy. “Polestar is not on the list of companies approved by France to receive their environmental bonus,” says Wells. “That doesn’t mean they can’t be there in the future, but if they can’t do that, they have a problem motivating them.”
Lochscheller said that 2024 was a turning point for Polestar, and that now the company will return to the traditional product model.
“A lot of things have to change,” said Lochscheller, “starting with sales and distribution.” I call it from showing up to selling fast. The company has done a good job of setting up the first steps for consumers, now the main task is to ensure that the sales process through the dealers is developing. ” More showrooms, then, and less reliance on online marketing – old-school thinking.
“Our results (sales) are growing,” said Lochscheller, saying that there are now 25 Polestar showrooms in Sweden, 20 more than last year, and 20 showrooms in the UK, up from eight last year.
“By expanding sales, Polestar is able to reach more customers, thereby increasing sales volume,” Stephanie Valdez Streaty, director of corporate insights for Cox Automotive, publisher of Kelley Blue Book’s auto pricing, tells WIRED. “Customers can invest in a brand they can relate to and trust,” he says.
Wells admits: “Polestar, under the new leadership, is now focused on being successful in sales, and being good at bringing in revenue. It’s a very unusual way.”
Lochscheller, Wells says, is leading Polestar to have “a conservative mindset, trying to cut costs, raise more money, have a more traditional marketing strategy, and make enough money to survive.”
Polestar cars are available in 27 countries. Production of the Polestar 4 will begin in South Korea in the second half of 2025. The Polestar 5, the Porsche Taycan-rivaling GT, is due to go on sale at the end of this year and is built on the brand’s model. the first bespoke EV architecture. The proposed Polestar 7 could do well in the US, says Streaty. “Building a car in the premium compact SUV segment is a smart move,” he says.
It’s time to break even—even with two years to go, Polestar may need more cash to break even. But Polestar – dependent on support from its Chinese owner – may not have two years left, says Wells. “The Chinese EV market is growing, but there is a lot of competition, and cutting prices. Polestar’s risk is that their financial support will not last. Polestar could be a surprise for Geely. The market is moving faster than the company’s plans.”
