Polestar, the Swedish premium carmaker, is gearing up to make a big splash in the French market this year. With the aim of establishing France as one of its top three European markets, Polestar’s top executive for the country shared exciting news with Reuters.
Facing challenges like a cash crunch, tariff pressures, and a slowdown in electric vehicle demand, Polestar, majority-owned by China’s Geely Holding, is shifting its focus to Europe. Despite a pause in new market launches since 2022, the company is optimistic about its future prospects.
Stephane Le Guevel, managing director for Polestar France, explained, “We are a young company, and after a steady stream of launches, it’s important to take a moment to regroup before embarking on the next phase of expansion.” The company has decided to concentrate on France this year and plans to resume its expansion efforts in Central Europe and Latin America next year.
While Polestar has made efforts to penetrate the U.S. and Chinese markets, its luxury electric vehicles have found greater success in Europe, which currently accounts for 75% of its sales. Le Guevel envisions France becoming one of Polestar’s top-selling markets in Europe, alongside Britain and Sweden.
Polestar has positioned itself as a competitor to other premium brands like Mercedes, BMW, Audi, and Tesla. Through national advertising campaigns targeting Tesla owners, Polestar aims to attract customers to its brand.
In France, Polestar will begin accepting orders for its 2, 3, and 4 models, with prices starting at 46,800 euros ($53,474) and going up to 79,800 euros ($91,180). The first showroom in France is set to open in Le Mans in July, with deliveries expected to start in October.
To support its French operations, Polestar plans to establish a strong service network and dedicated sales points, leveraging resources from its former owner Volvo Cars, which continues to produce some Polestar models.
The French launch of Polestar was delayed due to a complaint filed by PSA (now part of Stellantis) over the similarity of the Polestar logo to the DS brand logo. However, the two parties reached an agreement in 2022, although financial details were not disclosed.
With exciting developments on the horizon, Polestar is poised to make a significant impact in the French market, offering consumers a compelling choice in the growing electric vehicle sector. Stay tuned for more updates as Polestar continues its journey towards electrifying the automotive industry.
