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Polestar Navigates Challenges as an EV-Only Brand
In the evolving landscape of electric vehicles, 2025 presents significant hurdles for brands exclusively focused on EVs. Polestar, a manufacturer under China’s Geely umbrella, finds itself particularly vulnerable to recent protectionist policies from the U.S. Congress aimed at limiting American dependencies on Chinese automotive firms and their suppliers.
Despite these challenges, Polestar’s CEO, Thomas Lohscheller, expressed a cautiously optimistic view during a recent discussion. “The U.S. is a vast market. Consumers are increasingly embracing emission-free transportation and advanced technologies,” he noted, highlighting that Polestar represents much more than just electric mobility. “Our vehicles are packed with innovative technology,” he added.
Referencing the Polestar 3, Lohscheller explained, “This vehicle is the first European model that defines itself through software. Our capabilities extend beyond merely over-the-air updates; we enable enhancements that improve the car with each passing day. I anticipate that it will take several years for traditional German manufacturers to catch up with our advancements.”
In light of the current regulatory environment, which includes an upcoming ban on Chinese connected-car software, Polestar is actively seeking alternate suppliers for its vehicles destined for the U.S. market. Lohscheller emphasized the necessity for clarity amid shifting regulations. “It’s essential to have clear guidelines to navigate these changes,” he stated.
Polestar’s strategy for the U.S. market is unequivocal. “We are committed to local manufacturing. It is a pragmatic choice that aligns well with our vision,” Lohscheller remarked. He further acknowledged the evolving dynamics of automotive sales, suggesting a balance between direct sales and traditional dealership models. “Although many advocate for a direct sales approach as the ultimate solution, I believe there is considerable value in having dealerships. They provide vital customer service and support, and we have established an excellent network here,” he concluded.
Source
arstechnica.com