The premium electric vehicle brand Polestar has vowed to "leap" this year. It plans to open four new showrooms nationwide and promises 200% growth. The award-winning Polestar 4, recognized for its product excellence as 'Car of the Year,' along with the competitively priced Polestar 2, will serve as its twin-axis strategy.

The new showroom will begin with Space Gwangju in May. Following that, four more showrooms in Suwon, Daejeon, and western Seoul will open. The main focus will be on the Polestar 4, recognized as 'Car of the Year,' and the Polestar 2 Standard Range, which will be priced competitively at around 40 million won, is expected to launch in the second quarter.

Polestar will expand its offline consumer touchpoints through the opening of four new Spaces this year. New Spaces will be established in Gwangju and Suwon in May, with additional Spaces planned for Daejeon and western Seoul in the second half of the year. By the end of the year, Polestar will operate a total of seven Spaces, adding four to the current three.

Ham Jong-seong, CEO of Polestar Korea, noted, "While Polestar has the most advanced and seamless online sales system, the addition of tangible and satisfying product and brand experiences in offline stores could create even stronger synergy. We plan to expand the current three Polestar Spaces to seven by the end of the year, providing consumers with more opportunities to experience the brand and test drive the vehicles through an expanded retail touchpoint."

From a marketing perspective, Polestar focuses on expanding customer touchpoints. Following the ongoing event at Lotte Department Store in Busan since January, Polestar is planning two additional pop-up stores in the southern Gyeonggi Province and major cities during the second quarter. Polestar Korea aims to continuously provide opportunities for product display and experience in the daily lives of its customers with purchasing power.

The coupe-style sport utility vehicle (SUV) Polestar 4 recently won multiple awards, including the 2025 JoongAng Ilbo 'Car of the Year (COTY)' and the 2025 Korea Automobile Journalists Association 'Design of the Year,' achieving two honors in the three major automotive awards in Korea.

The Polestar 4 has been evaluated by judges and experts as a vehicle that demonstrates excellent product excellence in various aspects such as design, performance, sustainability, and safety.

Ham Jong-seong, CEO of Polestar Korea, stated, "As word-of-mouth spread among customers who have experienced the vehicles and the evaluations from the media increase, interest from customers is rapidly growing. Test drive reservations are in high demand, with over a month of waiting time, and the Seoul and Gyeonggi showrooms have received the most test drive applications and completions globally."

Sales have shown steady performance since the first units were delivered late last year. In particular, it ranked first in imported electric vehicle sales in January, and over 300 units were sold in March, leading to over 450 units sold in the first quarter, marking a strong start.

To maintain this growth momentum, Polestar Korea has established special financing programs for new buyers to enhance sales. From April, customers purchasing the Polestar 4 can choose from various ways to acquire the vehicle, including a long-term installment program with up to 120 months, a lease program priced around 300,000 won per month, and a 4% cashback benefit through Samsung Card. A purchasing grant of 1 million won to commemorate the 'Car of the Year' dual awards and a charging credit of up to 1.1 million won are also provided as standard benefits.

Furthermore, Polestar plans to accelerate sales by launching a new trim of the Polestar 2 in the second quarter. The newly added Standard Range Single Motor (SRSM) model has already received certification for vehicle emissions and noise from the Ministry of Environment, equipped with a 69 kWh capacity LG Energy Solution battery, enabling a maximum range of 409 km on a single charge. Analysts suggest that its expected price in the 40 million won range also adds to its competitiveness.

The Polestar 2, which was launched in Korea in February 2022, has sold around 5,000 units to date, making it a steady seller. It has sold over 160,000 units in the global market, proving its excellent safety with no reported fire incidents so far.

Ham Jong-seong, CEO of Polestar Korea, commented, "Since the online configurator was released, we have confirmed customer anticipation for the new Polestar 2 trim. With robust sales of the accredited product, Polestar 4, along with the appealing price of the 2025 model Polestar 2, we have been able to establish a solid lineup. Based on this, we plan to target the premium electric vehicle market."

Polestar Korea has been continuously working to improve customer satisfaction beyond sales. In fact, Polestar has ranked first in the electric vehicle sector for brand customer loyalty for two consecutive years since 2023. Despite being a new brand, Polestar Korea can utilize 39 Volvo service centers nationwide without discrimination, and it continues to enhance product quality and error correction through OTA updates. It also provides opportunities like Polestar Pass to support sustainable travel in Jeju Island, and offers charging credits or digital vouchers to both new and existing customers when brand awards are won, which has been positively received.

Ham Jong-seong, CEO of Polestar Korea, highlighted, "The satisfaction of existing customers is as valuable to Polestar as the product and brand experience after vehicle purchase for new customers." He added, "We will continue to do our best to enhance customer satisfaction."

Starting this second half of the year, production of the Polestar 4 will begin in Busan, marking the first time an imported car brand produces products in a domestic factory. This strategy is interpreted as an attempt to diversify production bases while leveraging the excellent processing and assembly quality of Korean automotive factories.

Polestar will export 100% of the initial electric vehicle production from the Busan factory to the United States. This not only aims to improve production capabilities based on Korea's excellent infrastructure but also anticipates creating significant economic benefits for the local community.

Furthermore, Polestar will initiate a charging infrastructure support project in collaboration with TMAP and iParking. This collaboration aims to improve charging convenience for Polestar customers as well as domestic electric vehicle users, starting with five locations this year and planning to invest in more than 20 locations over the next three years, with a goal to install at least 100 charging stations.

Ham Jong-seong, CEO of Polestar Korea, stated, "Last year, Polestar adjusted its sales purposely to protect the value of the brand and existing customers from excessive discount competition. This year, I am confident that we can sell at least twice as much as last year through our new flagship model, the Polestar 4, and the competitively priced Polestar 2, along with the expansion of customer touchpoints."

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