Polestar faces unique challenges in the American market, particularly in its relationship with franchised dealerships. Despite being an all-electric brand, CEO Michael Lohscheller believes dealers play a crucial role in customer engagement. Polestar has struggled with financial losses and slow sales, primarily selling the Polestar 2, which contends with a market dominated by SUVs and trucks. The company aims to improve its situation with new models like the Polestar 3, which is built in South Carolina, highlighting a shift in production efforts to better meet U.S. market demands.
"I see a much higher importance of dealers in general going forward," Lohscheller told InsideEVs in a recent interview. "Polestar [has] direct distribution, and while that is a possibility for several people, I think in general, we need to be closer to our customers."
For years, Polestar has sold only one model, the Polestar 2, which remains a well-regarded Tesla Model 3 competitor but struggles in a world where SUVs and trucks dominate the sales charts.
The brand, owned by China's Geely Holding Group, has endured years of financial losses, slowing sales and reported internal difficulties between Polestar and the company it spun off from, Volvo.
Lohscheller took the top job during a tough time for Polestar. But perhaps Polestar's biggest hurdle came from what its customers could even buy.
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