Polestar views Porsche customers as target market, not rivals to Tesla

Polestar Doesn’t See Tesla As A Rival, Has Its Eye On Porsche Customers

The majority of automakers aim to sell as many cars as possible, but not all are focused on achieving the high volumes of Tesla, which sold approximately 1.8 million cars globally in 2023. Polestar, on the other hand, has models like the Polestar 2 that directly compete with Tesla’s offerings. The company admits to targeting Model 3 sales but seeks to position itself as a premium brand to attract “luxury” customers from established brands like Germany’s big three or Porsche.

In an interview with Graeme Lambert, Polestar’s global communications executive for Design, Innovation, and APAC, it was highlighted that Tesla is a “mass-market player” chasing volume, while Polestar is a premium luxury brand with sales targets aligned with its premium positioning.

Polestar’s annual sales target for 2025 is set between 155,000 and 165,000 vehicles, significantly less than Tesla’s expected 2.2 million sales for the current year. Despite offering vehicles similar in size and scope to Tesla, Polestar’s models are pricier, aiming to attract buyers from brands like Porsche.

The Polestar 4 electric coupe-SUV starts at $56,300, positioning it above the base variant of the Tesla Model Y but below the starting price of the Porsche Macan EV. Polestar is also working on the Polestar 5 to rival the Porsche Taycan and Tesla Model S, boasting nearly 900 horsepower in top trim and an EPA range exceeding 300 miles with its 103-kilowatt-hour battery pack.

Polestar, a spinoff of Volvo, is not financially supported by its parent company but shares platforms and technology with Volvo. Despite this connection, Polestar aims to carve its own niche in the market by targeting luxury buyers and offering premium Electric vehicles.