Polestar: “Extraordinary” product coming as EV brand boss rejects talk of failure

January 29, 2026January 28, 2026 Bruce Newton 264 Views 0 Comments polestar, Polestar future

The local boss of Polestar has declared himself “sick and tired” of reading predictions the EV specialist is doomed.

Instead Scott Maynard has revealed “extraordinary” product updates are coming as Polestar works hard to secure its future.

Maynard said he had been inspired by what he had seen during his most recent visit to Polestar’s Swedish headquarters last September, including a viewing of the all-important Polestar 7 compact SUV coming in 2028.

Polestar, first established in 2017, is yet to make any money and a $1 billion loss in the second quarter of 2025 distracted from the launch of the Polestar 5 luxury flagship.

There have been multiple cash injections, including support from the private investment company of Li Shufu, the chief of Polestar’s Chinese parent Geely.

All this has prompted constant speculation that Polestar will struggle to survive.

“I’m sick and tired of reading that exact sentence being written,” said Maynard. “I wish I could take you with me inside the design studio, inside Gothenburg [Polestar headquarters] and see just what’s going on.

“It is absolutely all hands to the pumps inside Polestar, and we’re working really hard to bring some amazing things to market. No one’s asleep inside Polestar.”

Part of Polestar’s challenge is a slowdown in its model line-up expansion.

The 5 luxury flagship, which won’t be a big seller, will be on-sale this year globally, but there will be around 18 months before the 7 – which is expected to be the brand’s number one seller – arrives in showrooms.

It’s unfortunate timing because Polestar gained real momentum in 2025. Sales were up 36 per cent globally (albeit to only 60,000) and 38 per cent locally (to 2373), primarily on the back of the Polestar 4 SUV.

Maynard acknowledges that level of growth wont be sustained, but is convinced growth will still come thanks to actions planned.

Polestar has signalled that it will cover the gap by making the BST high-performance sub-brand a permanent part of the line-up and with substantial updates also coming for the 2, 3 and 4 model lines.

“We’ve got what it takes to see our way through the next period,” promised Maynard. “But we’re also hoping to bring you some news during the course of this year on some other product enhancements and introductions that we’ll be able to make through the course of 2027, which I think will be really exciting.

“There’s going to be some really extraordinary announcements that will come to us during the course of this year that will set out a track through the back part of 2026 and into 2027, which I think are going to be really exciting.

“And we’ll then colour in that picture to show how we can make it to all new products in 2028.”

Maynard wouldn’t let on what these actions might be. The Polestar 2 and 4 2026 updates we’ve seen so far are every minor, while the Polestar 3 is upgrading to an 800V architecture, Clearly, much more is to come!

Newly appointed design chief Philipp Roemers is in charge of the 7 development and Maynard agreed his viewing had revealed a more upright SUV than the traditional Polestar. However, he insisted it was still recognisably part of the brand.

“Polestar 7 is an important car because it sits in such an important segment,” said Maynard. “To have something that is true Polestar, that has all of the design enhancements that you would expect from a Polestar, that carries that sustainability story in a larger, more accessible segment, makes it an exciting car for us.

“When this car is released, it will still be unmistakably Polestar. It won’t look like it’s done in another design studio. It’ll be clear that it’s come from our Gothenburg studio.”

Roemers has also made it clear Polestar will present new concepts over the next 12-18 months that preview a change in design direction.

“There’s a lot of work being done on the future of design for Polestar, as you’d expect, to ensure that the car remains contemporary and remains design focused,” said Maynard.

“I’ve been fortunate to see some of that work.

“I wouldn’t say it was final or comprehensive, but we’ve been fortunate to see behind the curtain and understand the direction of it.

“It’s very exciting.”

Global CEO Michael Lohscheller has also stated the brand will continue to expand its dealer footprint over the next couple of years, including in Australia.

Originally, Polestars were only sold through factory stores and via the internet, but in search of volume Lohscheller widened this strategy when he came to power in 2024.

Maynard said the appointment of Lohscheller and Roemers was still to make its full impact on Polestar.

“You don’t install brand new people with such significant influence in such important positions and have them instantly start churning out stuff, like some of our competitors might,” he said.

“No, these things take time to do properly and they’re doing them properly and they’re taking their time, but when that flow starts to come through, you’ll see some really good product come.”