Polestar Korea announced its sales results and brand activities from its first year along with plans for new models set to launch in 2023 and the brand’s vision for the future.

In the previous year, Polestar Korea successfully managed various domestic and international issues such as COVID-19, rising raw material prices, semiconductor supply shortages, and declining consumer sentiment due to high interest rates, selling a total of 2,794 units of the Polestar 2. The Polestar 2 was the best-selling single electric vehicle model registered with the Korea Automobile Importers and Distributors Association, making Polestar the only brand to sell over 2,000 units in its first year.

In terms of automotive sales methods, Polestar also showcased new alternatives, demonstrating its role as a guiding star. The company launched a 100% online sales system that allows customers to place vehicle orders, select financial products, and complete payments anytime and anywhere. Additionally, in its first year, Polestar established differentiated exhibit spaces named ‘Polestar Space’ in four major cities across the country, combining the advantages of online and offline experiences to provide customers with a new kind of car purchasing experience.

As a result, Polestar’s website recorded 6.6 million visits in its first year, and around 200,000 customers visited Polestar Space, confirming high interest in the brand across online and offline channels. The brand also received three awards including ‘2022 Korea’s Electric Sedan of the Year’ and ‘2022 Korea’s Smart EV Performance Award’, selected by over 2,000 consumers and experts, marking a successful first step.

In 2023, Polestar Korea expects to achieve double-digit growth compared to the previous year, building on the flagship SUV Polestar 3 and the strengthened customer benefits of the Polestar 2, while enhancing its position as a premium brand through activities that maximize customer experience.

Launched in October last year, the Polestar 3 is the brand’s first SUV, showcasing pure design, strong performance, luxury features, and advanced driver-assistance systems, encapsulating Polestar’s capabilities and technologies.

With the Polestar 3, Polestar Korea aims to enhance the brand’s premium image while pioneering the ‘premium large electric SUV’ market and further expanding its brand spectrum.

The Polestar 3 is a five-seat large electric SUV featuring a long body (4,900mm) and wheelbase (2,985mm), as well as a wide width (2,120mm, including side mirrors), providing ample passenger and cargo space. Equipped with standard air suspension, it maintains comfort across varied driving environments while delivering Polestar’s signature dynamic driving feel.

Powered by a dual-motor powertrain, it boasts an impressive performance of 489 horsepower and 840 Nm torque, which can be enhanced to a maximum of 517 horsepower (380 kW) and 910 Nm with the Performance Pack. The SUV comes with a 111 kWh lithium-ion battery, aiming for a maximum driving range of 610 km based on WLTP standards on a single charge.

Utilizing centralized computing from NVIDIA Drive, it supports a range of advanced driver-assistance systems (ADAS) based on five radar modules, five cameras, and 12 ultrasonic sensors. Furthermore, a precision HD map developed jointly with TMAP will be installed as a first in Korea.

The Polestar 3 is scheduled for release in the third quarter, with detailed pricing and customer delivery timelines to be announced later.

Polestar aims to maintain the competitive price of the Polestar 2, which ranked first in single model sales according to the Korea Automobile Importers and Distributors Association last year, while enhancing its product offerings and customer benefits to strengthen its competitive advantage in the premium electric vehicle market.

This year, Polestar Korea plans significant over-the-air (OTA) software updates to raise the value of the Polestar 2.

Starting with personalized service support through the TMAP update and the opening of an app store, the updates will include an OTT platform for online video services, an internet browser offering unlimited scalability, improved Nugu 2.0 usability, and an in-car payment feature enabling transactions within the vehicle, providing customers with a new level of entertainment experience.

The rollout of these updates will take place sequentially from September, with existing Polestar 2 customers also included in the update plan.

In addition to product offerings, Polestar will strengthen benefits for customers purchasing the Polestar 2. All customers buying the 2023 version of the Polestar 2 will receive support for charging credits or partial installation costs for home chargers to enhance charging convenience. The free charging service provided at nationwide Polestar Spaces will continue to be available this year.

The company plans to introduce a ‘mobile charging service’ for customers residing in the metropolitan area, enhancing the premium charging service experience while minimizing charging inconveniences for customers in regions with insufficient charging infrastructure.

Efforts to improve vehicle delivery convenience are also underway. Polestar Korea plans to establish temporary vehicle delivery centers in Daegu and Gwangju to cater to potential customers residing in Gyeongsang-do and Jeolla-do, where around 21% of customers are located, with future plans to build a formal network in those regions.

The second half of the year will see the introduction of a refreshed Polestar 2 to domestic customers.

Last year, Polestar Korea showcased the Polestar 2 to approximately 2.8 million people across ten exhibition and test drive events in eight major cities, including Seoul, Gyeonggi-do, Incheon, Daejeon, Daegu, Busan, and Jeju. In addition, it provided over 46,000 on-site customer consultations and more than 1,100 test drive opportunities, garnering significant customer interest. This year will also see ongoing nationwide exhibitions and test drives to strengthen customer engagement, focusing on providing opportunities for customers to view and test drive the vehicles directly.

Polestar aims to continue enhancing customer experiences in the digital environment, aligning with its DTC (Direct to Customer) philosophy. Plans for continuous website improvements throughout the year will allow customers easier access to vehicle information, test drive applications, and orders while maximizing targeted marketing based on digital lifestyles to improve brand awareness.

Ham Jong-seong, CEO of Polestar Korea, stated, “Last year, the Polestar 2 ranked first in single model sales among imported electric vehicles in its debut year, lowering the barrier for premium electric vehicles while leading the transition to a sustainable era, successfully establishing itself in the domestic market.” He added, “This year, we aim to further expand the brand spectrum into the ‘premium large electric SUV’ market with the Polestar 3, which bundles the brand’s design capabilities and advanced technologies.”

Polestar Korea plans to enhance its product portfolio by introducing at least one premium electric vehicle to the domestic market each year, starting with the Polestar 2 last year, followed by the Polestar 3 this year and the Polestar 4 in 2024, continuing until 2026.

Lee Sang-jin daedusj@autodiary.kr