I oktober så tillträdde Polestars nya VD Michael Lohscheller rollen som ny VD på Polestar. Nu har han haft ett par månader att sätta sig in i den nya rollen och i samband med ett event i Jokkmokk som Polestar bjudit in till så fick jag möjlighet att intervjua Michael. Vi pratar om varför han valde Polestar, hur viktigt mjukvara är i nya bilar, Polestar 5 och Polestar 7, företagets framtid och mycket mer. Hela intervjun finns tillgänglig i videon nedan med start runt 35:27. Du kan också läsa en renskriven transkribering av intervjun nedan.
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What attracted you to Polestar? You’re quite new in the role of CEO.
That’s correct. I joined Polestar last year and became CEO in October 2024. What attracted me? It’s very simple—the brand and the cars. Polestar has a strong identity, built around EV performance and sustainability, and I think that’s clearly defined. I also fell in love with the cars. Their performance is incredible, and the combination of sustainability, recycled materials, and innovation is something I truly appreciate.
What do you believe you can contribute to Polestar as CEO?
Polestar already has a strong foundation in terms of brand and product, but improvements are needed, particularly on the sales side. We need to shift from simply displaying cars to actively selling them. Expanding our retail network is a key focus—more locations where customers can come in, get advice, explore offers, and complete their purchase. There’s also work to be done in harmonizing platforms and improving efficiency, but the biggest change will be in the sales strategy.
Volvo and Geely have played a major role in Polestar’s development. How will the company become more independent while establishing itself as its own brand?
Polestar has a very clear brand identity—it’s a Swedish, Scandinavian company that stands for EV performance, innovation, technology, and sustainability. That foundation is strong. At the same time, we operate with an asset-light business model, which means we collaborate strategically with Volvo and Geely, and that will continue. Over time, we will streamline the number of platforms we use, as having too many isn’t ideal. However, the partnership model we have with Volvo and Geely makes sense and benefits everyone involved.
Some argue that Polestar is a Chinese brand rather than a Swedish one. What is your response to that?
That’s not correct. Our customers worldwide recognize Polestar as a Swedish, Scandinavian brand, and we receive clear feedback confirming that. Even in China, where we are present, consumers see us as Scandinavian. That, to me, is the strongest proof of how the brand is perceived globally.
Polestar started as a niche premium brand with the Polestar 1, then introduced the Polestar 2 as a more mainstream product. Now, with Polestar 3 and 4, you’re moving back into the higher price segment. Is that the long-term strategy, or do you plan to introduce a more affordable model?
We are moving in two directions. This year, we’re launching the Polestar 5, which is a flagship model—a high-performance GT with cutting-edge technology. It’s a strong statement about what the Polestar brand stands for. After that, we’ve announced the Polestar 7, a compact SUV that will expand our reach to a broader customer base. The compact SUV segment is one of the largest and fastest-growing in the world. So, while we are strengthening our premium positioning with the Polestar 5, we are also making our brand more accessible with the Polestar 7.
How many cars does Polestar need to sell annually to become profitable?
Last year, we sold 45,000 cars. Our guidance for this year is to grow by 30 to 35 percent, and we aim to continue that growth rate over the next three years. This means we will reach over 100,000 units annually, which is the scale we need. Additionally, we expect to reach positive EBITDA in 2025.
You mentioned the Polestar 7 as an important model for the future. Will it be built on a new platform that will also be used for future models like the Polestar 8 and 9?
Yes, the Polestar 7 will be built on our latest platform, incorporating the newest technology. Over time, we will consolidate our platforms, and all future models—including replacements for current ones—will be based on this architecture. This reduces complexity, increases efficiency, lowers costs, and ultimately improves profitability.
When will we see the Polestar 7?
The sooner, the better. The compact SUV segment is huge, and we want to be part of it as soon as possible. We will announce details about production, specifications, and the launch timeline in the coming months—so stay tuned.
You’ve mentioned that the Polestar 7 will be built in Europe. Can you confirm the exact location yet?
Not yet. We will provide more details in a few months once all aspects, including location and technology, are finalized.
Will the Polestar 7 be developed entirely in-house, or will it be a joint project with Volvo or Geely?
We prefer partnerships because they allow us to leverage existing technology rather than building everything from scratch. That said, what’s crucial is that the Polestar DNA is present in every car we make.
Looking ahead, where do you see Polestar as a brand five years from now?
Polestar will continue to establish itself as a global premium EV company. We are already present in 27 markets, and we will expand further. It’s important that customers clearly understand what our brand stands for—technology, sustainability, and performance.
Software is becoming increasingly important in cars. How finished should a car be at launch? Should customers expect a complete product, or will updates be necessary after release?
That’s a great question. The Polestar 3, for example, is the first European software-defined vehicle, meaning we can continuously improve it through over-the-air updates. This is an exciting concept because it allows the car to get better over time. I personally drive a Polestar 3, and just recently, we released a software update that enhanced the experience. Customers appreciate this because they see their car evolving even after purchase.
But does this approach risk launching cars before they are truly finished?
No, we only release cars when we are confident in their quality. Updates are about making the product even better, not fixing incomplete features.
For instance, the Polestar 4 launched without some expected features, like phone-based keyless entry and battery preheating. Is it now common practice for automakers to release features later rather than including them at launch?
I see it differently—adding features later keeps the product exciting and maintains customer engagement. Of course, some customers may wish a certain feature had been available earlier, but the ability to continuously improve a vehicle is a big advantage. Polestar has an engaged community, and this approach fosters a closer relationship with our customers.
The Polestar 5 is expected to debut later this year. Will it also reach customers before the end of the year?
Yes, the first customers will receive their Polestar 5s before the year is over.
Where will the Polestar 5 be manufactured?
It will be built in China, with development taking place in both the UK and Sweden. This is our first platform developed in-house, incorporating many key Polestar innovations. The Polestar 5 is a crucial model for us, as it showcases what our brand is capable of in terms of performance and innovation. We will closely monitor how it competes in the premium segment, and I am confident it will stand out.
What new technology will the Polestar 5 introduce?
It will feature 800-volt technology, a Bosch powertrain, and a bonded aluminum body. It will also have close to 900 horsepower. It’s a true sports car that remains practical for everyday use—bringing all these elements together is what makes it so exciting.
Will this technology be introduced in other Polestar models as well?
Yes, that’s usually the case. New technology introduced in a flagship model like the Polestar 5 will eventually trickle down to other models.
The Polestar 4, which shares its platform with the Zeekr 001, has a 400-volt system in Europe despite the Zeekr offering 800-volt technology in China. Why not use 800-volt in all markets?
There are always trade-offs when making such changes. With the Polestar 5, we are introducing 800-volt technology, and in the future, customers will have more choices.
A final question from my audience: When will we see a Polestar station wagon?
Stay tuned.
So, a Polestar 8?
No need to assign a number just yet, but we are thinking about it.
Finally, what has surprised you most since joining Polestar?
The speed of execution. For a relatively small company, Polestar has achieved an incredible amount in a short time. The openness of the team and the strength of our partnerships with Volvo and Geely have also stood out. It’s impossible to do everything alone, but knowing how to integrate the right technologies and resources is what makes Polestar so exciting.
Who do you see as Polestar’s closest competitor?
We don’t have just one. Our customers come from Tesla, Audi, BMW, and even Porsche. As we continue to grow, this diversity will remain.
Thank you for your time.
My pleasure—thank you.
