Polestar says it can do more with its pricing and options structure to sharpen its value equation in an ever-competitive market.
Speaking with CarExpert at the launch of the new Polestar 4 SUV in Malaga, Spain, Polestar’s head of program management, Svensson Henrik, said the company is actively looking to simplify its options structure and tighten pricing.
“Yeah, we are looking into that as we speak, to be honest, and there will be a slightly change in the structure as well, and of course we’re following what is happening on on the market,” he said.
“We need to be competitive, yeah. Otherwise we will not sell any cars. So to answer that question, yes, of course we’re looking into simplifying even further, and kind of connect the different packs into a bigger pack and price it from a competitive point of view.”
Mr Henrik’s comments were in response to whether the Geely-owned Swedish brand had more room to move with making more options standard equipment in Australia, as brands – particularly Chinese challenger brands – continue to turn up the heat on price wars and specification levels.
The Polestar 4, for example, saw some revisions to pricing and options structure in conjunction with the arrival of the new, more practical SUV body style.
Pricing for the Polestar 4 coupé was dropped by $4600 to align with the new SUV, while the brand continues to bundle more optional features into packages.
However, the cost of said packages adds up quickly, given the Plus pack is $6500 and required for features like Harman Kardon premium audio, a head-up display, and a hands-free power tailgate; and said option package is also a prerequisite if you want the $6100-$6700 Bridge of Weir Nappa leather upgrade.
Said pricing and options structure can see the Polestar 4 go from an $80,000 drive-away vehicle to a $100,000+ drive-away vehicle quickly if you start ticking a few boxes.
It’s a similar story elsewhere in the lineup, with the Polestar 2 and Polestar 3 also offering a range of equipment packages and pricey upholstery upgrades, offering great levels of configurability but which can come at a steep price.
The 2027 Polestar 4 lineup – both SUV and coupé – is on sale now, with deliveries of the new SUV body style scheduled for the latter stages of this year, potentially spilling into early next.
You can read more about the updates here, and stay tuned to CarExpert for our international first drive of the Polestar 4 SUV on October 27.
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