"2026 Polestar Media Day" held
Polestar 3 and 5 added to target the luxury market
Sales target set at 4,000 units for this year
Swedish premium electric vehicle brand Polestar is accelerating its push into the luxury EV market this year with the launch of two new models.
On the 11th, Polestar held the "2026 Polestar Media Day" and announced that it will begin in earnest to expand its product lineup, enhance brand value and awareness, and elevate the customer ownership experience. The event was attended by Karl-Olof Andersson, Swedish Ambassador to Korea, and newly appointed brand ambassador Kim Woobin.
"Premium to Luxury"...Launch of Polestar 3 and Polestar 5
Polestar Korea has set its goal for this year as "Premium to Luxury" and is pursuing a leap forward into a high-end electric vehicle brand that goes beyond premium. To this end, it plans to significantly enhance the value that customers can feel across products, brand, and overall customer experience.
Polestar Korea entered the Korean market in December 2021, presenting a new standard for premium electric vehicles. Since then, it has demonstrated proven completeness by winning major awards such as "Car of the Year," "Design of the Year," and "Electric Sedan of the Year." As a result, it has sold a total of 8,200 units and secured recognition in the EV market by ranking first for three consecutive years in the EV category of the Brand Customer Loyalty Index.
This year, Polestar Korea plans to complete a lineup that covers segments from D-segment to F-segment by adding Polestar 3 and Polestar 5 to the existing Polestar 4. Through this, the company will fully initiate its push into the domestic luxury EV market and further solidify its brand position.
Polestar 3 is the brand's first performance SUV that brings together Polestar's capabilities and technologies, including Scandinavian design, powerful performance, high-end convenience features, and advanced driver assistance systems. Polestar 3 is targeted for launch in the second quarter, with deliveries beginning in the third quarter.
Key features of Polestar 3 include: optimal body control and comfortable ride quality enabled by active air suspension; dynamic driving performance achieved through a low center of gravity and precise weight distribution; charging performance and convenience based on an 800V system; and a maximum driving range of up to 635 km under the WLTP standard.
Polestar 5 is a four-door performance grand tourer and serves as the flagship model that concentrates Polestar's design, technology, and sustainability capabilities first showcased through the 2020 concept model Precept. Polestar 5 is targeted for launch in the third quarter, with deliveries beginning in the fourth quarter.
Polestar 5 is a core model for Polestar's positioning as an electric performance brand. Its key features include: the first application of Polestar's in-house developed bonded aluminum platform; the 800-volt-based Polestar Performance Architecture and SK On's NMC battery; maximum output of 650 kW (884 horsepower) and peak torque of 1,015 Nm (103.5 kg-m); and BWI MagneRide adaptive dampers that detect road conditions 1,000 times per second.
Ham Jongseong, CEO of Polestar Korea, is announcing plans to target the premium electric vehicle market. Polestar Korea
Boosting brand awareness and expanding retail...More than 400 charging units to be added
Polestar Korea has appointed Kim Woobin as its brand ambassador to expand brand awareness and build a more luxurious brand image. The company plans to strengthen communication with customers through various content and participatory programs, focusing on enhancing trust in and the value of the brand.
The company is also expanding consumer touchpoints. Within the first quarter, it will relocate and expand the Hannam showroom to Dosan-daero in Gangnam and newly open a Daegu showroom. Within the year, it will additionally open showrooms in Ilsan and Incheon, increasing the number of customer touchpoints from seven to ten.
In addition, to elevate the ownership experience, Polestar Korea will focus on building charging infrastructure, adding more than 400 chargers at 40 locations nationwide by 2030. With the Polestar Owner Application, scheduled for release in February, the company will establish an integrated management environment that covers everything from service reservations to checking maintenance history.
Based on the three core pillars of product, brand, and customer experience, Polestar Korea has set a sales target of 4,000 units for this year, representing more than 30% growth compared with the previous year.
Ham Jongsung, CEO of Polestar Korea, said, "If 2025 was the year we laid the foundation for growth through Polestar 4, then 2026 will be the year we make a full-fledged leap as a luxury electric vehicle brand centered on Polestar 3 and Polestar 5," adding, "We will ensure that the experience of owning a Polestar becomes a premium experience that extends beyond simple transportation to encompass one's entire lifestyle."
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