Polestar 6 Production Delayed as Brand Focuses on Higher-Volume Models
The highly anticipated Polestar 6 has been put on hold as Polestar CEO Michael Lohscheller shifts the brand’s focus towards higher-volume models like the Polestar 7 crossover and the upcoming replacement for the successful Polestar 2. This decision comes as Polestar looks to expand its presence in the market and increase accessibility to its vehicles.
Lohscheller stated during the Munich motor show that the next priority for Polestar is to enter the compact SUV segment in Europe with the Polestar 7. This move is expected to significantly increase the brand’s volume potential and attract a wider range of customers with its competitive pricing.
While the Polestar 6 remains in Polestar’s plans for the future, the brand is currently investing resources into the development of the Polestar 7 and the next-generation Polestar 2. These models are seen as crucial for building volume and supporting the growth of Polestar’s retailer network as the brand transitions to a more traditional retail model.
Although the focus is currently on expanding in Europe, where Polestar has seen the most success, Lohscheller emphasized that the Polestar 6 will eventually come to fruition. The model is expected to utilize a new bespoke architecture shared with the recently unveiled Polestar 5 saloon.
Looking ahead to the Polestar 7, Lohscheller aims to attract younger and more diverse customers to the brand, including a higher percentage of female buyers. He acknowledged that Polestar has been perceived as a performance-oriented brand with predominantly male customers and intends to broaden its appeal with the design and positioning of the Polestar 7.
The design of the Polestar 7 is described as being “very different” from the brand’s current models, featuring a more traditional SUV shape while retaining a distinctive and standout aesthetic similar to the Polestar 5. This strategic approach is intended to further differentiate Polestar in the competitive market and appeal to a broader audience.
