Polestar CEO Michael Loscheller dispels rumors that the Polestar 7 SUV will replace the Polestar 2, confirming a direct successor for the popular hatchback towards the end of the decade. He outlines Polestar's five-tier model lineup strategy, including the 7 as its first European model, and highlights the brand's commitment to expanding its retail network and pushing sales growth. Loscheller also reveals plans for a modest design shift and expresses his enthusiasm for the Polestar 5, a halo car showcasing advanced technology.
The Polestar 2 will not be succeeded by the recently confirmed Polestar 7 SUV and instead get its own direct replacement towards the end of the decade. The news, confirmed by new CEO Michael Loscheller to Autocar today, dispels previous suggestions that the new Range Rover Evoque-sized 7 would slot into the line-up in place of the popular 2.
Instead, Loscheller – on his first official visit to London today – made it clear that Polestar was building and would maintain a five-tier model line-up for the future: the 2 (hatch), 3 (large SUV), 4 (large saloon), 5 (UK designed four-door performance coupe), 6 (ultra low-volume coupe) and 7 (mid-sized SUV). Loscheller revealed that the new Polestar 2 will be the second model after the 7 (the marque’s first European model) to adopt the single platform Polestar plans to use for every new model in future. Its origins are still to be officially revealed, as is the location of the marque’s first European plant, though Geely’s new plant in Slovakia looks a strong contender. Polestar won’t yet put a date on the new 7’s arrival, let along on a launch for the 2 replacement which CEO Loscheller reckons has “years to go”. Loscheller, who replaced CEO Thomas Ingenlath last August cites the Polestar 2 as his personal favourite because he believes it has a timeless quality that embodies Polestar’s core design values and has done so much to establish the company (170,000 sold, 35,000 in the UK) since it launched in 2020. He claims last year’s changes to the Polestar 2 last year have improved it so much that other manufacturers would call it a new model. Loscheller is promising Polestar’s backers a sales volume improvement of 30% to 35% a year over the next three years. “This is an ambitious target” says Loscheller, “but we are not dreaming. We now have three good cars in our showrooms, and orders for the first quarter are up 37%. Even better, 55% of those orders are for our two newest cars, Polestar 3 and 4.” The biggest sales driver, he says, will be Polestar’s adoption of a network of retailers well versed in selling cars, demonstrating and financing them, explaining their sometimes unfamiliar equipment. In the UK, Polestar’s number of sales outlets will grow from nine to 17 over the next 18 months, and cars will be sold from dedicated spaces in Volvo dealerships. Loscheller believes there will be very little sales cannibalisation; he is surprised and impressed by buyers’ clear perception of Polestar as a distinct brand. The company will “transition away” from its former network of sales Spaces in large shopping centres. Commenting on the UK Government’s mandate for the sale of EVs, Polestar strongly supports recent SMMT proposals to stimulate private sales: a halving of VAT to 10% for three years, an increase in the punitive ECS (expensive car supplement) threshold to £60,000 and a reduction from 20% to 5% on energy delivered through a public charger. However, Michael Loscheller does not seek any change in the 2030 UK cut-off date for the ending of sales of pure ICE cars - and would prefer to see plug-in hybrid sales end then, too. “The politicians should hold the course they have set,” says Loscheller. “It is the correct course if they are really serious about net zero. If they are not, they should tell us.” The UK is Polestar’s biggest market, says Loscheller, partly because it is more agile and adaptable to change than others in Europe. “You can get close the customers here,” says the CEO, “and if you need to change the way things are done, you can do it quickly.” The changes seem to be bearing fruit: in the fourth quarter of last year, UK Polestar orders doubled. Another UK advantage, Loscheller believes, is the presence of the Coventry R&D centre, where the advanced, high performance Polestar 5 sports saloon is undergoing final development prior to a launch later this year. “I tell Coventry people that I hope they’re really proud of this car,” says the CEO, “with its advanced bonded aluminium technology, its 900bhp and it’s 800-volt technology. It’s a halo car, and will probably be the most expensive model we offer. But it will be one of the most advanced cars in the world.” Loscheller also reveals that Polestar’s future design direction will take a modest change of course, following the arrival of its new ex-Audi design boss, Philipp Romer. “What we’ve achieved so far is really good,” says Loscheller, “but I’m asking Philip to highlight the performance of our cars a little more. I don’t believe they look quite as capable as they actually are. They should look a little more confident; they are maybe bit too modest. But I don’t expect radical changes, and how the designers actually achieve these subtle changes will be up to them.
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