Polestar achieves 10,000 cumulative domestic sales

Swedish premium electric vehicle brand Polestar has achieved cumulative sales of 10,000 units in Korea. Polestar Korea, which officially launched in the Korean market in 2021, introduced the Polestar 2 in 2022 followed by the Polestar 4 in 2024, achieving a meaningful milestone in the domestic premium EV market within five years.

As of May 2026, based on cumulative registration data from the Korea Automobile Importers & Distributors Association (KAIDA), Polestar Korea’s cumulative sales total 10,184 units. The Polestar 2 recorded 5,206 units and the Polestar 4 recorded 4,978 units. Given that this achievement was made with just two models, surpassing 10,000 units holds significance beyond mere cumulative sales volume.

Polestar 2

The Polestar 2 laid the foundation for Polestar’s first success in the domestic market. In its launch year of 2022, 2,794 units of the Polestar 2 were sold, quickly establishing its presence in the imported EV market.

Of the Polestar 2’s cumulative sales of 5,206 units, 91% were single motor models. The average purchase price was approximately 54 million KRW.

The average age of Polestar 2 customers was 35.3 years, with married customers accounting for 68%. This demonstrates that individual customers who value design, driving dynamics, and brand philosophy have established the Polestar 2 as the core model for their first Polestar choice.

Polestar 4

The Polestar 4 is a model that elevated Polestar’s growth trajectory to the next level. It recorded 2,611 units sold in 2025, clearly establishing its presence in the premium EV market, and continued into 2026 with 1,977 units sold from January to May, positioning itself as the best-selling model in the premium EV segment above 60 million KRW.

Notably, the Polestar 4 shows a distinct preference for models with higher output and specifications. 71% of purchasing customers chose the dual motor model, with an average purchase price of approximately 83 million KRW. This demonstrates that customer choices considering not only design but also performance, driving stability, and premium features are driving the Polestar 4’s growth.

Customer characteristics also differ from the Polestar 2. The average age of Polestar 4 customers is 44.6 years, with married customers accounting for 84%. This shows that the Polestar 4 is being chosen as a premium EV experienced across daily life, family, and business lifestyles.

The most prominent selection criterion for the Polestar 4 is design. 65% of Polestar 4 purchasing customers cited design as their primary purchase reason. The bold exterior design without a rear window, the HD camera-based digital rearview mirror, and proportions combining coupe silhouette with SUV spaciousness have served as the Polestar 4’s differentiators.

Individual Customer Choices, Confirming Premium EV Demand Centered on the Capital Region

Individual customers account for 77% of Polestar customers. This demonstrates that Polestar’s customer base is formed around individual customers who actually purchase and own vehicles.

By region, Gyeonggi accounted for 36% and Seoul 17%, indicating the capital region as Polestar’s primary demand area. Polestar is expanding retail and service touchpoints in major cities nationwide, including the capital region of Seoul, Hanam, and Suwon, building a foundation for customers to directly experience the products and brand.

Designing the Ownership Experience Beyond Vehicle Sales

Since completing Korea’s first recall action using OTA (Over-the-Air) technology in 2022, Polestar has conducted a total of 22 OTA updates to date. This allows customers to continuously improve vehicle features and user experience without visiting service centers.

The ‘Polestar Owner App,’ an integrated vehicle management platform, also reflects this direction. Through the app, customers can access real-time service reservations, check service progress, manage vehicle history, and verify recall eligibility. It is designed so that charging, service, vehicle management, membership, and lifestyle experiences are organically connected even after vehicle purchase.

Currently, Polestar Korea operates 7 Polestar Spaces and 38 service points nationwide. Through various ownership programs including Polestar Charging Stations, the Polestar Owner App, the Polestar Care Program, and Polestar Stay, the brand provides the Polestar experience from the moment customers choose a vehicle through the entire ownership journey.

This customer experience is translating into brand loyalty. Polestar has ranked No. 1 in the EV category of the Brand Customer Loyalty Awards for four consecutive years from 2023 to 2026. Additionally, the Polestar 4 was selected as the ‘2025 JoongAng Ilbo Car of the Year’ and the Korea Automobile Journalists Association’s ‘2025 Design of the Year,’ with the Polestar 2 and Polestar 4 collectively winning a total of 8 awards at major domestic automotive awards, earning recognition for design and product quality.

Ham Jong-sung, CEO of Polestar Korea, stated, “Achieving cumulative sales of 10,000 units in Korea goes beyond a simple sales record—it signifies that Polestar’s unique design, performance, and ownership experience have translated into customer choices in the Korean premium EV market.” He added, “If the Polestar 2 opened the door to the brand experience, the Polestar 4 is the model that expanded choices among customers who value high specifications, performance, and design value.”

He continued, “Going forward, we will continue to develop the Polestar ownership experience to provide greater value in customers’ daily lives—not only through product completeness but also through charging, service, and digital experiences.”

Meanwhile, Polestar Korea plans to introduce the Polestar 3, the brand’s first large electric performance SUV, in early July and the Polestar 5, a 4-door performance GT, in the second half of this year, further expanding its lineup and customer experience as a Scandinavian luxury EV brand.