► Polestar looking to expand customer base
► CEO says most customers are currently men
► But Polestar 7 will hope to change that
The Polestar 7 will look to appeal to female customers as the brand plots a rapid expansion that aims to open it up to a far wider audience.
Due to arrive in 2028, the Polestar 7, which has been fast-tracked to arrive ahead of the Polestar 6, will be an instrumental model in getting this Swedish electric car brand back on the straight and narrow after a turbulent for a few years.
Speaking at the Munich motor show, where the new Polestar 5 was unveiled, the firm’s CEO Michael Lohscheller, gave more detail about its upcoming new model, which will be the smallest and most affordable Polestar yet, though he stresses it will ‘not be priced at value segments’.
Lohscheller was open about Polestar having ‘many more male customers’ than female, and hopes this new compact SUV will change that.
‘This is a segment for younger customers and also female customers are very important. Polestar is quite a performance brand and while we’re not male dominated, we have many more male customers, so I think the female aspect is really important,’ he said.
The CEO said he wants to attract many more females to the brand because they’re ‘influential’ when it comes to car buying decisions.
‘Even if women are not the driver, they’re influential in the family and partnerships and so on.’
The Polestar 7 will be the first of the brand’s model to be produced in Europe, and will be built at a new Volvo factory currently underway in Kosice, Slovakia.
‘I want to make Polestar more accessible as while I’m super excited to have the 5 as our halo car, I also want to make sure people can grow into the brand and at a price point that is somewhat lower in a segment that is somewhat broader,’ he said.
The 7 will also be produced on a common Geely/Volvo platform, ending the current fragmented strategy where Polestar has four cars all sitting on four different platforms.
Though expected to sit between Volvo’s EX30 and EX40 in terms of size, it will look to offer a different prospect to the Polestar 2 and be an incremental model, rather than replace that car, which has clocked up more than 180,000 sales to date.
New cars editor, car reviewer, news hound, avid car detailer
By Ted Welford
New cars editor for CAR and Parkers. Loves a car auction. Enjoys making things shiny
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