Customers' Affinity for Unusual Characteristics Revealed by Polestar CEO: 80% Approval Rating
In a recent announcement, Polestar CEO Michael Lohscheller has revealed plans for a more unified future for the Swedish electric performance brand. Lohscheller believes that standardizing Polestar models will lead to improved quality and efficiency.
The Polestar 4, the brand's latest offering, is a testament to this new direction. With its unique design, the Polestar 4 has been polarizing, with 80% of customers getting used to and liking it, while 20% have expressed reservations. However, Lohscheller views this as a positive, stating that the car's distinctiveness sets it apart from being "kind of all right."
In an effort to harmonize its models, Polestar plans to launch more related models in the future. This shift away from models based on different platforms marks a significant change for the brand. The Polestar 7, a smaller SUV, and the next-generation Polestar 2 are likely to be the first models to share a platform.
The Polestar 7, set to be built in Europe, will also contribute to reducing Polestar's CO2 footprint by bringing local production to its largest market, the UK. This move is expected to speed up delivery times for customers in the region.
Polestar remains committed to its 'asset-light' business model, sourcing platforms, technology, and factories from other companies. This approach allows the brand to focus on its core competencies and maintain flexibility in its operations.
Lohscheller is a firm believer in the 'asset-light' business model, stating that it is the future of the automotive industry for increased efficiency and collaboration. He believes that this model will enable Polestar to stay competitive and innovative in the rapidly evolving electric vehicle market.
The Polestar 5, the brand's flagship electric performance grand tourer, was developed at Polestar's British technology centre and officially unveiled at the IAA Mobility in September 2025. The model, starting at around 120,000 euros, entered orders immediately following its reveal.
The Polestar 5, like the Polestar 4, has been designed to make a statement in its positioning and execution. This focus on unique design and innovation is a key part of Polestar's strategy for standing out in the crowded electric vehicle market.
As Polestar moves towards a more harmonized and efficient future, it remains committed to its mission of producing high-quality, innovative electric vehicles that push the boundaries of design and performance. With its focus on standardization and collaboration, Polestar is well-positioned to continue its growth and success in the electric vehicle market.
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