Polestar Automotive Holding UK PLC
polestar.comWhat Do They Do?
Sells premium electric cars to individual buyers, fleet customers, dealers, importers and financial service partners.
20-F for FY2025, filed Apr 17, 2026Polestar is a pure play, premium electric car brand headquartered in Sweden, designing performance cars engineered to excite consumers and…View ↗
Polestar 1, an electric performance hybrid GT, was launched to establish Polestar in the premium performance electric vehicle market in…View ↗
Vehicles are sold to individuals ("direct-to-consumer"), fleet customers, Polestar's financial service partners (which provide lease…View ↗
Polestar vehicles are also sold directly to various fleet customers (e.g. national and global corporate key accounts, national and…View ↗
Who Are Their Customers?
Individual buyers can browse and order online, while sales points and authorized representatives help them see, test-drive and buy cars. Polestar also sells directly to fleet customers; in some markets, dealers, importers and financial service partners buy vehicles.
20-F for FY2025, filed Apr 17, 2026Polestar uses a digital first, direct-to-consumer approach that allows its customers to browse Polestar products, configure their preferred…View ↗
Polestar enters into agreements with independent investors to establish Polestar sales points. These investors do not carry any inventory…View ↗
Polestar vehicles are also sold directly to various fleet customers (e.g. national and global corporate key accounts, national and…View ↗
Vehicles are sold to individuals ("direct-to-consumer"), fleet customers, Polestar's financial service partners (which provide lease…View ↗
Do Revenues Turn Into Profits?
No. It lost $2.4B in .
20-F for FY2025, filed Apr 17, 2026
How Are They Changing?
Sales model
The older report describes online direct-to-consumer sales and direct-to-business fleet sales. The latest report adds active selling partners outside North America and wholesale sales in selected markets, alongside direct sales.
20-F for FY2022, filed Apr 14, 2023 20-F for FY2025, filed Apr 17, 2026Polestar’s sales channels include both direct-to-business and direct-to-consumer models. In direct-to-business, vehicles are sold to…View ↗
Polestar is transforming its sales model to support strategic growth and commercial performance. In markets other than North America…View ↗
In addition to direct sales, where the direct-to-customer and NGA approaches represent the key sales channels, Polestar intends to…View ↗
Polestar continues to expand its retail sales and distribution model, which initially focused on a direct-to-customer experience, which…View ↗
Vehicle range
The older report describes the fastback and SUV as launched models, with a coupé, grand tourer and roadster planned. The latest report includes the coupé and grand tourer in its vehicle portfolio, while the roadster remains in development.
20-F for FY2022, filed Apr 14, 2023 20-F for FY2025, filed Apr 17, 2026Polestar 1, an electric performance hybrid GT, was launched to establish Polestar in the premium performance electric vehicle market in…View ↗
Model Production location Plant operator Status Polestar 2 Taizhou, China Volvo Cars In production since H1 2020 Polestar 2 successor TBC…View ↗
The Company is progressing in the next chapter on its journey to accelerate the change towards a sustainable electric future by making the…View ↗
China distribution
The older report describes China among Polestar's markets. The latest report says commercial operations and distribution rights for Polestar-branded vehicles in China returned to Polestar, which resumed control of sales, customer service and distribution there.
20-F for FY2022, filed Apr 14, 2023 20-F for FY2025, filed Apr 17, 2026As of December 31, 2022, Polestar’s cars are on the road in 27 markets across Europe, North America and Asia Pacific. Polestar intends to…View ↗
On April 10, 2025, Polestar entered into an agreement with Xingji Meizu to terminate commercial operations of its investment in Polestar…View ↗
Who Do They Compete With?
Competes with Audi, BMW, Mercedes, Tesla, Lucid, Rivian, Xpeng, Nio, and Porsche
20-F for FY2025, filed Apr 17, 2026On a global basis, Polestar's principal premium segment competitors are Audi, BMW, and Mercedes among OEMs and Tesla, Lucid, Rivian, Xpeng…View ↗
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