Interview with Polestar CEO: 'We Won't Make Hybrids—Quote Me on That

As the automotive industry contends with waning demand for electric vehicles, Polestar remains resolute, pressing ahead with unwavering commitment. The Swedish brand has unveiled its most ambitious product roadmap to date, announcing four new all-electric models over the next three years to solidify its standing among premium automakers. Despite early challenges, the company is building momentum, targeting double-digit sales growth this year after delivering its strongest performance in 2025. Polestar's outlook is brightening, marked by rising market share, positive investor confidence, and a fresh $400 million investment. In this encouraging environment, we conducted an exclusive interview with Michael Lohscheller, the German executive who has led Polestar since 2024, following roles at Opel, Volkswagen, Mitsubishi, and VinFast. A dedicated marathon runner with more than 120 races completed, Lohscheller brings endurance, discipline, and ambitious drive to the brand amid a volatile industry.

Lohscheller emphasizes Polestar's laser-focused strategy as a key differentiator, especially as rivals reconsider full electrification and pivot back toward internal combustion engines. "We have a clear goal. We know where we're headed, and that's not the case for everyone," he said, comparing the brand's trajectory to his own marathons: "We know the start and the finish line." Yesterday, Polestar held a silent protest in Brussels to underscore its dedication to electric vehicles. "I hope we all agree we must eliminate emissions from mobility and transport. But some competitors disagree. I don't know what race they're running, but it's not ours," he remarked. Firmly rejecting rivals' moves into hybrids, Lohscheller stated: "We won't make hybrids—you can quote me." He reaffirmed the company's direction: "We know what we're doing: producing only electric cars and expanding our portfolio so more people can access our brand."

He also weighed in on the European Commission's recent adjustments to its 2035 emissions targets, which could permit limited use of combustion engines under stringent conditions. Describing the revisions as "not significant," Lohscheller pointed to years of political debate and billions invested in electrification: "Now people want to revisit everything, and that's not right." He argued that such policy reversals undermine the sector, calling on Europe to prioritize global competition in zero-emission mobility over protectionism. "Tariffs and protectionism aren't the way for Europe. We want to compete, innovate for consumers, and honor long-standing agreements," he added. Despite these political obstacles, Lohscheller highlighted strong customer backing as validation for Polestar's all-electric commitment: "We stay fully electric because our customers vote for us with every purchase. Politicians can do a lot, but customers vote for Polestar."

To drive expansion, Polestar is combining digital sales channels with physical retail, growing from over 200 locations—many co-located with Volvo dealerships—to more than 350. "It's essential for customers to have a premium experience. We believe the best way is through dealerships with knowledgeable staff who can explain the cars, offer test drives, and present proposals," he explained. Supporting this growth is Polestar's most extensive product push ever: four new models by 2028. Heading the lineup is the Polestar 5, a four-door GT set to arrive this summer as the brand's flagship, challenging the Porsche Taycan. Available for order in Portugal from €122,600, it delivers up to 650 kW (884 hp) and 1,015 Nm of torque, with a 0-100 km/h sprint in 3.2 seconds. Following 2025 sales of 60,119 units, attention turns to high-volume models like the Polestar 7, a C-segment SUV debuting in 2028—comparable to a Volvo EX40 or BMW iX1—and positioned as the lineup's bestseller and most accessible entry. The Polestar 2 will receive a successor in early 2027, while the popular Polestar 4 will spawn a crossover variant merging wagon and SUV elements by the end of this year. By 2028, the portfolio will encompass five (or six, including the 4's variants) models, with sequential numbering for newcomers. "Whenever we launch a new car, we assign a new number. That's why the Polestar 7 gets fresh numbering, as the Polestar 6 is coming later," Lohscheller explained, invoking an Apple-like analogy.