The Australian electric vehicle (EV) market has become increasingly crowded over the past year, yet Polestar executives maintain that the brand’s distinct identity will ensure its continued success. Despite lagging behind industry leaders like Tesla and facing rapid growth from Chinese EV manufacturers, Polestar reports substantial sales increases both globally and within Australia.
Growth, But Behind the Leaders
Polestar saw a 36% year-over-year sales increase worldwide in 2025, with Australia contributing a 38.5% rise. However, this growth pales in comparison to the gains made by competitors like Chery (+176.8%) and BYD (+156.2%), highlighting the intensifying competition within the Australian EV sector. The overall EV market itself has expanded rapidly, with 103,269 EVs delivered in 2025, now accounting for 8.3% of all new vehicle sales—a jump from 7.4% in 2024.
Polestar’s Unique Selling Points
Polestar’s local managing director, Scott Maynard, believes the brand’s unique positioning will allow it to thrive despite the crowded marketplace. “We’ve still got some clear air and a space of our own,” he stated, emphasizing Polestar’s distinct brand story. The company aims to differentiate itself from value-focused Chinese brands by appealing to customers seeking a premium experience.
The Broader Market Context
Australia now has over 32 mid-size electric SUVs on offer, along with numerous sedans, hatchbacks, and commercial vehicles. This expansion is not limited to new entrants; established automakers like Toyota and Subaru are also upgrading their electric offerings, while Mazda prepares to launch two Chinese-sourced EVs.
Maynard acknowledges the growing competition but views it as a net positive. “It brings more buyers into the market, it makes the consideration of EVs and EV uptake rise, and so it brings people in,” he said. This perspective suggests Polestar sees increased market awareness as beneficial, even if it means facing more direct rivals.
Focus on Sustainability and Design
Polestar emphasizes its commitment to transparency, publicly reporting the lifecycle carbon emissions of its models. For example, the base Polestar 2 Standard range Single motor variant is documented as producing 22.0 tonnes of CO2 across material production, battery modules, and manufacturing. This aligns with the company’s “Polestar 0” project, which aims to create a climate-neutral car by eliminating all supply chain and end-of-life emissions.
According to Maynard, few other brands match Polestar’s focus on sustainable production or distinctive design. “There really aren’t too many brands, either here or coming, that can match our credentials on the sustainable production of these cars, and there’s really none that can match us on design,” he asserted.
Conclusion
Polestar’s strategy hinges on maintaining a unique brand identity and a commitment to sustainability in a rapidly expanding EV market. While facing growing competition from established automakers and aggressive Chinese brands, the company remains confident that its distinct approach will secure its position in the Australian automotive landscape.
