Polestar Korea surpasses 10,000 cumulative sales five years after market entry

Polestar 2 and Polestar 4 reach 10,184 cumulative registrations as of May; brand tops EV customer loyalty rankings for four consecutive years

The Polestar 4 coupe-style electric SUV (left) and the Polestar 2 entry sedan [Polestar]

Swedish premium electric vehicle brand Polestar announced Monday that it has surpassed 10,000 cumulative domestic sales in South Korea, five years after entering the market.

According to the Korea Automobile Importers and Distributors Association, Polestar Korea's cumulative sales stood at 10,184 units as of May. By model, the Polestar 2 accounted for 5,206 units and the Polestar 4 for 4,978 units.

The Polestar 2 laid the foundation for the brand's early success in the domestic market. In its launch year of 2022, the model sold 2,794 units, quickly establishing Polestar's presence in the imported electric vehicle segment.

Of the Polestar 2's 5,206 cumulative sales, 91 percent were single-motor variants. The average purchase price was about 54 million won ($35,000).

The Polestar 4, the brand's volume model, sold 2,611 units last year, firmly establishing its position in the premium electric vehicle market. This year, 1,977 units were sold between January and May, making it the top-selling model in the premium electric vehicle segment priced at 60 million won or more.

Customer preference for high-output, high-spec configurations is particularly pronounced with the Polestar 4. Some 71 percent of buyers chose the dual-motor variant, and the average purchase price was about 83 million won.

Design emerged as the most decisive factor for Polestar 4 buyers, with 65 percent citing it as their primary reason for purchase. The model's bold exterior — which eliminates the rear window in favor of an HD camera-based digital rearview mirror — along with its coupe silhouette combined with SUV-level interior space, set it apart from rivals.

An infographic marking Polestar Korea's milestone of 10,000 cumulative sales [Polestar Korea]

Polestar attributed its steady growth in the domestic market to both product competitiveness and the brand experience it has cultivated for customers after purchase.

Polestar became the first automaker in South Korea to complete a recall via over-the-air (OTA) update in 2022, allowing customers to improve vehicle functions and the user experience without visiting a service center. The company has since carried out a total of 22 OTA updates.

The Polestar Owner App, an integrated vehicle management platform, is another pillar of the brand's post-purchase experience strategy. Through the app, customers can make real-time service reservations, track maintenance progress, manage vehicle history and check recall eligibility. The company says the platform is designed to seamlessly connect charging, service, vehicle management, membership and lifestyle experiences after purchase.

Polestar Korea currently operates seven Polestar Space showrooms and 38 service points nationwide. Through a range of ownership programs — including Polestar Charging Station, the Polestar Owner App, Polestar Care and Polestar Stay — the brand aims to deliver a distinctive ownership experience from the moment a customer selects a vehicle through the entire period of ownership.

That customer experience has translated into brand loyalty. Polestar has ranked first in the electric vehicle category of the Brand Customer Loyalty Awards for four consecutive years, from 2023 through 2026.

"Surpassing 10,000 cumulative sales in Korea is more than a sales milestone — it means that Polestar's distinctive design, performance and ownership experience have resonated with customers in the Korean premium electric vehicle market," Ham Jong-seong, chief executive of Polestar Korea, said. "We will continue to develop Polestar's ownership experience so that we can deliver greater value in customers' daily lives, spanning not only the product itself but also charging, service and digital experiences."

Meanwhile, Polestar Korea plans to introduce two new models to the domestic market this year: the Polestar 3, the brand's first large electric performance SUV, in early July, and the Polestar 5, a four-door performance GT, in the second half of the year.

likehyo85@heraldcorp.com