Polestar, a premium luxury brand, aims to position itself as more premium and attract luxury customers from established brands like Germany's big three or Porsche. Unlike Tesla, Polestar focuses on quality and targets volume in line with its premium status.
Selling as many cars as possible is what the vast majority of automakers want, but not all of them are interested in huge volumes that would rival Tesla , which sold about 1.8 million cars globally in 2023. Polestar has models that directly rival Tesla ’s, like the Polestar 2, which is an EV that the company admitted was going after Model 3 sales, but it wants to position itself as more premium and attract more “luxury” customers from established premium brands like Germany’s big three or Porsche.
Lambert mentioned one of Polestar’s new models, the Polestar 4, as being a direct rival for the Tesla Model Y, at least in terms of size and scope. However, he explains that Polestar is actually hoping it will attract Porsche Macan EV buyers, which is another EV similar in size to a Model Y, but a lot more expensive. Even though Polestar started its existence as a sporty, electrified Volvo spinoff, the Swedish manufacturer announced that it had no plans to keep supporting Polestar financially.
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