Swedish electric vehicle brand Polestar will launch the midsize sport utility vehicle (SUV) "Polestar 3" and the high-performance flagship sedan "Polestar 5" in Korea this year. It plans to elevate its brand image in the domestic market from premium to "luxury" and expand its presence by selling 4,000 vehicles, more than 35% higher than last year.
Ham Jong-seong, head of Polestar Korea, said at the "2026 Polestar Media Day" held at the Grand Hyatt Seoul in Yongsan-gu, Seoul, on Feb. 11, "We will make this year the first year of leaping beyond premium to luxury, and move forward as a differentiated luxury EV brand that defines the performance of a new era."
To that end, it will first expand its vehicle lineup. Polestar, which was effectively a single-model brand last year by selling only the midsize SUV "Polestar 4," will add the Polestar 3 and Polestar 5 this year. The coupe-style Polestar 3 is divided into a long range single motor version producing 272 horsepower and a long range dual motor version producing 544 horsepower. For the dual motor version, the time it takes to reach 100 kph from a standstill is 3.8 seconds. On the European (WLTP) standard, it secures a maximum range of 635 km on a single charge. It is slated to launch in the second quarter and begin deliveries in the third quarter.
The high-performance grand tourer (long-distance touring) model Polestar 5 delivers up to 884 horsepower, and torque—which determines instantaneous acceleration—reaches up to 1,015 Nm. It is equipped with a battery from SK On and can travel up to 678 km on a single charge on the WLTP standard. Ham said, "With a best-in-class first-row space, the driver can fully enjoy the pleasure of driving, while second-row passengers can experience a relaxed and comfortable ride." The target for the Polestar 5 is a third-quarter launch with fourth-quarter deliveries.
Prices for the Polestar 3 and Polestar 5 were not disclosed that day. However, Ham said, "We will launch at the most attractive price among the 28 markets where Polestar operates." He added, "We will avoid discount offensives that cause confusion for customers, damage the brand image, and give EVs a negative image," emphasizing, "While setting reasonable and competitive prices, we aim to continue sales based on the value and trust the brand provides."
In addition, to enhance the customer experience, it will expand more than 400 chargers at 40 locations nationwide by 2030. Within this month, it will launch the "Polestar Owner Application" to build an integrated management environment from service reservations to maintenance history checks, and it plans to expand its showrooms nationwide from the current seven to 10 within the year. Polestar Korea also introduced actor Kim Woo-bin, selected as an ambassador, to expand brand awareness and build a luxury image.
Through this, it plans to sell 4,000 vehicles this year, more than 35% higher than a year earlier. According to the Korea Automobile Importers & Distributors Association (KAIDA), Polestar Korea sold 2,957 units last year, led by the Polestar 4. That represents growth of 269.6% from the previous year. Ham said, "(This year's target) is a sharp increase well above the average growth rate for imported cars in the domestic market," adding, "Although it is true that the growth rate is significantly lower compared with BYD and Tesla, we are confident there will be a quantum jump in sales when the Polestar 7 and its successor models are launched." The Polestar 7 is scheduled to launch in the global market in 2028, and Polestar Korea plans to bring it to the Korean market as early as possible.
Polestar plans to stay closely engaged with Korea. The Korean market ranks in the "top six" among Polestar's 28 markets worldwide and records the highest sales in Asia. Ham said, "It is not only that the EV market has high potential, but we also intend to maintain ongoing partnerships with high-tech K-battery, parts, and equipment corporations," adding, "With exports to North America in full swing through operation of the (Renault Korea) Busan plant, Korea is a strategically very important market."