2024 wasn’t what many would outline as a great yr for Polestar in Australia, with the model experiencing a 30 per cent drop in gross sales from the yr prior regardless of including two fashions to its lineup.
Polestar delivered simply 1713 automobiles in Australia all through 2024, down on the 2457 it delivered in 2023 and solely simply up on its 1524 deliveries made in 2022 when it debuted on the native market.
Whereas the Polestar 3 massive SUV and Polestar 4 mid-sized SUV have been added to the vary within the second half of the yr, they mixed for simply 254 gross sales, with the Polestar 2 accounting for the lion’s share with 1459 examples bought.
This was down greater than 40 per cent on the prior yr, pushing the liftback exterior the highest 10 best-selling electrical automobiles (EVs) checklist, behind dearer options such because the BMW i4 (2062 gross sales) and the Tesla Mannequin 3 (17,094 gross sales).
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Nonetheless, this isn’t trigger for concern, in accordance with just lately appointed managing director Scott Maynard, who took the reins of Polestar Australia throughout 2024.
Chatting with CarExpert, Mr Maynard stated the drop in gross sales was anticipated however might flip round this yr now that Polestar 4 is occupying the profitable mid-sized SUV market.
“It’s a yr that gave a end result that actually was anticipated,” Mr Maynard advised CarExpert.
“All of our prospects knew that we have been coming with [Polestar] 4 and three, so there was an comprehensible drop-off in gross sales of two in anticipation of these two vehicles.
“We’d anticipated that the amount [of Polestar 2 sales] wouldn’t match 2023 ranges.
“The curiosity that we’re seeing now expressed in Polestar 4 and Polestar 3, despite the fact that that’s a smaller-volume participant, is now hitting expectations and we’re pleased with that.
“We count on to see that the volumes by means of the course of 2025 will rise.”
When requested whether or not Polestar would introduce additional worth cuts – similar to these of as much as $15,000 for the Polestar 2 final yr – to spur on gross sales, Mr Maynard says that is unlikely.
“There isn’t a discuss in the meanwhile of worth changes. We are going to at all times work to stay aggressive, however our desire is to try to try this by means of the including of worth, slightly than the discount in worth,” he stated.
“Nonetheless, we’re at all times maintaining a tally of the aggressive set and ensuring that we’ve obtained our product in the suitable spots. If there’s a have to do worth changes, then we take that.
“We made certain the Polestar 4 was priced competitively towards the adjustment to the posh automotive tax (LCT), and we’ll make it possible for we’re maintaining a tally of these sorts of break factors.
“But it surely’s not about wholesale discounting and its knock-on impact on residuals and purchaser confidence. That’s not what we would like.”
Following one other replace to the Polestar 2 final yr, the electrical liftback’s native lineup was diminished from seven to 5 variants, with the Pilot Pack changing into customary gear slightly than a $3500 possibility, whereas costs have been additionally reduce by $5000.
Regardless of this, the bottom Polestar 2 nonetheless prices $7500 greater than probably the most reasonably priced Tesla Mannequin 3, which has higher entry to the latter model’s community of public chargers.
The Polestar 4 in the meantime was given a $3000 worth reduce earlier than deliveries started, which the corporate claimed on the time was to carry it beneath the LCT, despite the fact that it was as a consequence of sneak beneath the adjusted threshold.
Whereas the Polestar 3 has been on sale in Australia since September, a brand new base variant which is nearly $15,000 cheaper than the present entry mannequin is but to reach in showrooms.
MORE: Polestar slashes costs throughout Australian EV lineup
