Overview
Polestar is rebooting its strategy to improve profitability while staying EV-only. Under CEO Michael Lohscheller, the brand will broaden design choices, reintroduce more physical controls, and restore conventional model generations—most notably by bringing back a direct successor to the Polestar 2 in early 2027.
Design and UX Shifts
- Broader color palettes that “embrace colors,” moving beyond gray-only schemes.
- More physical buttons and tactile controls to complement minimalist cabins.
- Polestar 4 split into two variants:
- Current no–rear-window model renamed Polestar 4 Coupe.
- New long-roof variant with a rear window and wagonlike profile.
Model Strategy Updates
The company is reversing its earlier stance against traditional generations. A second-generation Polestar 2 arrives in 2027, and the Polestar 7 follows in 2028—balancing novelty with continuity to reduce customer confusion and strengthen showroom clarity.
Product Roadmap and Timing
- Long-roof Polestar 4 variant (with rear window): Launching within three years; the current model is renamed 4 Coupe.
- Polestar 5 (grand tourer sedan): Still planned; “unlikely to be sold in the U.S. anytime soon.”
- Second-generation Polestar 2: Early 2027; described as an “entirely new car.”
- Polestar 7 (compact SUV): 2028.
- Polestar 6 (roadster): Will arrive after the 7; no date provided.
Context and Rationale
- Profitability pressures are driving a course correction—“We’re doing the right things,” said CEO Lohscheller.
- Expanded colors and physical buttons aim to widen emotional appeal without abandoning clean design.
- Restoring a core nameplate (the 2) helps maintain brand recognition and eases shopping decisions.
- Adding a 4 variant with a rear window addresses usability concerns (rear visibility) while preserving a bold design option.
Availability and Unknowns
- Polestar 5 is not expected in the U.S. soon; other regional rollouts and pricing remain undisclosed.
- Distribution and retail strategy were not detailed in the update.
What to Watch Next
- Detailed specs and features for the second-gen 2 and the revised 4 lineup.
- Confirmation of initial markets for the 5 and timing details for the 6 roadster.
- How the new naming and color/controls strategy impacts sales and brand identity.
