Polestar Korea on Tuesday held its “2026 Polestar Media Day” at the Grand Hyatt in Seoul’s Yongsan district, outlining launch plans and its broader strategy.
The two models are the performance SUV Polestar 3 and the flagship SUV Polestar 5. Polestar 3 is scheduled to launch in the second quarter, and Polestar 5 in the third quarter.
The company said it is positioning 2026 as the first year of a “premium to luxury” push, focusing on expanding its product lineup, boosting brand value and awareness, and upgrading the ownership experience. It set a sales target of 4,000 vehicles, up more than 30% from last year, and expects Polestar 3 and Polestar 5 to account for about 15% to 20% of that total.
“If 2025 was the year we built a foundation for growth through Polestar 4, 2026 will be the year we make a full leap as a luxury EV brand centered on Polestar 3 and Polestar 5,” CEO Ham Jong Seong said. “We will make the experience of owning a Polestar a premium one that goes beyond transportation and extends across a customer’s lifestyle.”
Polestar Korea said it plans to introduce a new premium EV every year going forward.
To raise awareness and reinforce an upscale image, the company named actor Kim Woo Bin as its brand ambassador. It said it will expand customer engagement through TV commercials and other content and interactive programs.
The company also plans to expand its retail footprint. It will relocate and expand its Hannam showroom to Dosan-daero in Seoul’s Gangnam district within the first quarter and open a new showroom in Daegu. It plans additional openings in Ilsan and Incheon by year’s end, increasing showrooms to 10 from seven. It also said it will strengthen partnerships with Shinsegae and Samsung Card to broaden access to VIP customers.
To improve the ownership experience, Polestar Korea said it will invest in charging infrastructure, aiming to add more than 400 chargers at 40 locations nationwide by 2030. It also plans to launch a Polestar owner app in February to provide an integrated system for service reservations and maintenance-history checks.
The company said its recently introduced Polestar Care program offers benefits ranging from new-vehicle exchanges to tire replacements and support for the deductible on a customer’s own auto insurance in the event of an accident. It said it will gradually expand the scope and eligible models and plans to introduce an extended-warranty product within the year.
Polestar Korea also said it will offer customer-only membership services, including premium home delivery, airport pickup and charging, and hotel valet service, as well as a Polestar Stay program for customers visiting Jeju.
Ham said South Korea ranks within Polestar’s top six markets globally and is its best-selling market in Asia. He said the company is also interested in South Korea for its advanced “K-battery” sector and ongoing partnerships with parts and equipment suppliers. The Polestar 5 unveiled by Polestar Korea uses an SK On battery.
He also highlighted the importance of South Korea to the parent company, citing the ramp-up of Polestar 4 production at Renault Korea’s Busan plant to accelerate entry into North America.
* This article has been translated by AI.
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