Polestar Increases Strategic Focus on Europe
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jun 25 2026
0mins
Polestar is increasing its strategic focus on Europe, which currently represents close to 80% of the Company's retail sales volumes, by continuing to expand its sales network and preparing to localize the manufacturing of future models. This follows a decision from the U.S. Department of Commerce's Bureau of Industry and Security to not grant Polestar an authorization under the current Connected Vehicle Rule to sell vehicles in the U.S. from model year 2027 onwards. The Company will continue to sell existing stock of Polestar 3 and Polestar 4 in the U.S. and will continue to support customers, including providing access to its service network.
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About PSNY
POLESTAR AUTOMOTIVE HOLDING UK PLC (Polestar) is a Swedish-based electric vehicle manufacturer. Company's portfolio includes Polestar 1, Polestar 2, Polestar 3, Polestar 4 and Polestar 5. Polestar products are currently available on markets across Europe, North America, China and Asia Pacific. Polestar cars are currently manufactured in two facilities in China. Polestar produces electric cars to reduce gas emmisions and develop new technologies to further minimize the carbon footprint.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Dealer Dilemma: The ban has shocked Polestar dealers, particularly given the contrasting treatment with its sister brand Volvo, potentially affecting their business operations and future sales strategies as they now rely on servicing existing models.
- Consumer Concerns: Owners express worries about the continuity of warranty and software updates, especially with the potential limitations on the brand's service network, which undermines their confidence in future purchases.
- Market Reaction: While some consumers are hopeful for lower resale prices, the overall market sentiment towards Polestar's future remains cautious, which may damage the brand's reputation and customer loyalty.
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- Existing Inventory Sales: Despite the new regulations, Polestar will continue to sell its existing Polestar 3 and Polestar 4 vehicles while servicing current customers, ensuring revenue stability in the short term.
- Market Focus Shift: Polestar noted that Europe already accounts for nearly 80% of its sales, with 94% of first-quarter deliveries coming from markets outside the US, highlighting the strategic significance of its shift towards the European market.
- Investment and Confidence: CEO Lohscheller emphasized ongoing investments in markets with growth opportunities, while Geely expressed confidence in Polestar's management and board as they explore feasible ways to serve customers globally.
See More
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- Shift in Market Focus: CEO Michael Lohscheller stated that the company will shift its focus to the European market, expecting it to become its largest growth engine, reflecting a strategic response to competitive pressures and sluggish consumer spending in the U.S.
- Sales Data Insights: In Q1 2023, approximately 94% of Polestar's sales volume came from markets outside the U.S., highlighting the necessity of its global market strategy while underscoring the weakness of the U.S. market.
- Product Strategy Adjustment: In response to tariff pressures, Polestar has opted to roll out refreshed versions of aging models instead of launching all-new ones, with a new Polestar 4 variant expected later this year and a refreshed Polestar 2 in 2027, indicating a strategic adjustment in its product lineup.
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See More
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- Sales Ban Impact: Polestar has been denied authorization to sell new models in the U.S. starting with the 2027 model year due to federal regulations based on national security concerns, which could jeopardize the brand's long-term viability in the American market.
- Dealer Dilemma: The ban has shocked Polestar dealers, particularly given the contrasting treatment with its sister brand Volvo, potentially affecting their business operations and future sales strategies as they now rely on servicing existing models.
- Consumer Concerns: Owners express worries about the continuity of warranty and software updates, especially with the potential limitations on the brand's service network, which undermines their confidence in future purchases.
- Market Reaction: While some consumers are hopeful for lower resale prices, the overall market sentiment towards Polestar's future remains cautious, which may damage the brand's reputation and customer loyalty.
See More
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- US Sales Ban Impact: Polestar Automotive has been denied authorization to sell future models in the US, potentially jeopardizing about $250 million in 2027 revenue, which represents approximately 5% of group sales, thus accelerating the company's pivot towards the European market to mitigate challenges.
- Existing Inventory Sales: Despite the new regulations, Polestar will continue to sell its existing Polestar 3 and Polestar 4 vehicles while servicing current customers, ensuring revenue stability in the short term.
- Market Focus Shift: Polestar noted that Europe already accounts for nearly 80% of its sales, with 94% of first-quarter deliveries coming from markets outside the US, highlighting the strategic significance of its shift towards the European market.
- Investment and Confidence: CEO Lohscheller emphasized ongoing investments in markets with growth opportunities, while Geely expressed confidence in Polestar's management and board as they explore feasible ways to serve customers globally.
See More
Polestar Shifts Focus to Europe, Abandoning New Vehicle Sales in U.S.
- U.S. Market Restrictions: Polestar has been denied authorization by the U.S. Department of Commerce to sell new vehicles from model year 2027 onward, resulting in a 13% drop in its stock price on Thursday, which will limit its expansion capabilities in the U.S. market and impact future revenue growth.
- Strategic Shift: The company has stated it will sharpen its strategic focus on the European market, which already accounts for nearly 80% of its global retail sales, indicating a concentration of resources to enhance market share in this region.
- New Model Production Plans: Polestar plans to manufacture the upcoming Polestar 7 compact SUV at Volvo's new factory in Kosice, Slovakia, demonstrating its commitment to localized production in Europe to meet regional market demands.
- Investment in Other Growth Regions: In addition to Europe, Polestar intends to invest in other growth regions, including Southeast Asia, Eastern Europe, Latin America, and Canada, aiming to diversify its market presence to offset losses in the U.S. market.
See More
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- U.S. Market Constraints: Polestar announced it will be unable to sell new models in the U.S. after 2027 due to the Department of Commerce's denial of authorization, although it will continue selling existing inventory of the Polestar 3 and Polestar 4 while maintaining customer support.
- European Market Dominance: Currently, Europe accounts for nearly 80% of Polestar's retail sales volumes, and the company plans to localize production of future models in the region to meet demand and enhance competitiveness.
- Future Model Plans: Polestar is set to begin deliveries of the Polestar 5 in summer 2026, with plans to introduce a new variant of the Polestar 4 in the second half of 2026, followed by a new generation of the Polestar 2 and the Polestar 7 compact SUV in 2027, indicating a strong focus on product line expansion.
- Global Market Investments: CEO Michael Lohscheller stated that Polestar will continue investing in markets such as Southeast Asia, Eastern Europe, Latin America, and Canada, reflecting the company's strategic positioning on a global scale.
See More
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- U.S. Sales Ban Impact: Polestar announced it did not receive authorization to sell 2027 models in the U.S., causing shares to drop over 6.2% in premarket trading, which will severely impact its sales capabilities in the U.S. market.
- Shift in Market Focus: CEO Michael Lohscheller stated that the company will shift its focus to the European market, expecting it to become its largest growth engine, reflecting a strategic response to competitive pressures and sluggish consumer spending in the U.S.
- Sales Data Insights: In Q1 2023, approximately 94% of Polestar's sales volume came from markets outside the U.S., highlighting the necessity of its global market strategy while underscoring the weakness of the U.S. market.
- Product Strategy Adjustment: In response to tariff pressures, Polestar has opted to roll out refreshed versions of aging models instead of launching all-new ones, with a new Polestar 4 variant expected later this year and a refreshed Polestar 2 in 2027, indicating a strategic adjustment in its product lineup.
See More
Ford Seeks Authorization to Continue Selling China-Made SUV
- Government Authorization Request: Ford has requested authorization from the U.S. Commerce Department to continue importing its China-built Lincoln Nautilus SUV, which has been sold in the U.S. for years but now faces regulatory challenges due to a ban on Chinese software, potentially impacting its market supply if not approved.
- Complex Licensing Process: Ford's navigation through a complex licensing process reveals the deep intertwining of the U.S. auto industry with Chinese supply chains, especially as software bans take effect, which could restrict future model sales and affect overall business operations.
- Challenges of Hardware Ban: Research indicates that hardware restrictions will be more cumbersome than software bans, requiring automakers more time and resources to adjust their supply chains; General Motors has set a 2027 deadline for suppliers to eliminate Chinese parts.
- Suppliers' Dilemma: Parts suppliers are also affected, with the MEMA association noting that software and hardware developed by global teams are difficult to disentangle, potentially leading to compliance issues that could impact production efficiency across the industry.
See More
