Polestar achieves 10,000 cumulative domestic sales

Swedish premium electric vehicle brand Polestar has achieved cumulative sales of 10,000 units in South Korea. Polestar Korea, which officially launched in the Korean market in 2021, introduced the Polestar 2 in 2022 and the Polestar 4 in 2024, achieving a significant 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 total cumulative sales stand at 10,184 units. The Polestar 2 accounted for 5,206 units, and the Polestar 4 for 4,978 units. Given that this achievement was accomplished with just two models, the 10,000-unit milestone carries significance beyond mere sales volume.

Polestar 2

The foundation for Polestar's initial success in the domestic market was laid by the Polestar 2. 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 the Polestar 2 has established itself as the key model for individual customers who value design, driving dynamics, and brand philosophy when first choosing Polestar.

Polestar 4

The Polestar 4 is a model that has elevated Polestar's growth trajectory to the next level. It recorded sales of 2,611 units in 2025, clearly asserting its presence in the premium EV market, and in 2026, it sold 1,977 units from January to May, positioning itself as the best-selling model in the premium EV segment priced over 60 million KRW.

Notably, the Polestar 4 shows a clear 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 indicates that customer choices, which consider not only design but also performance, driving stability, and premium features, are driving the growth of the Polestar 4.

Customer characteristics also differ from those of 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 that enhances everyday 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 the primary reason for their purchase. The bold exterior design, which eliminates the rear window, the HD camera-based digital rearview mirror, and the proportions combining a coupe silhouette with SUV spaciousness, serve as key differentiators for the Polestar 4.

Individual Customer Choices Confirm Premium EV Demand Centred on the Capital Region

Among Polestar customers, the proportion of individual customers was recorded at 77%. This demonstrates that Polestar's customer base is primarily formed around individual customers who purchase and own the vehicles themselves.

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

Designing the Ownership Experience Beyond Vehicle Sales

Since completing its first recall using Over-the-Air (OTA) technology in 2022—a first in South Korea—Polestar has conducted a total of 22 OTA updates to date. This allows customers to continuously improve vehicle functions and user experience without visiting a service centre.

The 'Polestar Owner App', an integrated vehicle management platform, also reflects this direction. Through the app, customers can make real-time service appointments, check service progress, manage vehicle history, and check for recalls. It is designed to seamlessly connect charging, service, vehicle management, membership, and lifestyle experiences even after purchasing the vehicle.

Currently, Polestar Korea operates 7 Polestar Spaces and 38 service points nationwide. Through various ownership programmes such as the Polestar Charging Station, Polestar Owner App, Polestar Care Programme, and Polestar Stay, the company provides a unique Polestar experience from the moment a customer chooses a vehicle throughout the entire ownership journey.

This customer experience is also translating into brand loyalty. Polestar has ranked first 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 '2025 Design of the Year' by the Korean Automotive Journalists Association. The Polestar 2 and Polestar 4 have collectively won eight awards in major domestic automotive awards, earning recognition for their design and product quality.

Ham Jong-sung, CEO of Polestar Korea, stated, "Achieving cumulative domestic sales of 10,000 units 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 has broadened the choices of customers who value high specifications, performance, and design value."

He further commented, "Going forward, we will continue to develop Polestar's unique ownership experience to provide better value in customers' daily lives, not only through product perfection but also through charging, service, and digital experiences."

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