The U.S. has become increasingly irrelevant to Polestar's growth story.
The Geely-backed EV maker said Thursday that it is "increasing its strategic focus on Europe," where much of its growth is now centered. The shift follows a decision by the U.S. Department of Commerce's Bureau of Industry and Security not to authorize Polestar to sell future model-year vehicles in the U.S. under connected-vehicle rules aimed at limiting Chinese-linked technologies on American highways.
"This follows a decision from the U.S. Department of Commerce's Bureau of Industry and Security to not grant Polestar an authorization under the current Connected Vehicle Rule to sell vehicles in the U.S. from model year 2027 onwards," Polestar wrote in a statement.
Polestar said that 94% of its retail sales volume in the first quarter of 2026 came from ex-US markets, and that, following the US Commerce Department's connected vehicle rule, it is now "increasing its strategic focus on Europe."
According to the Q1 retail sales data, which totaled 13,126 cars, the 94% figure means that the EV company sold only 788 vehicles in the US, or about 6%. This compares with the 117,300 EVs Tesla sold in the US market in the same quarter.
Michael Lohscheller, Polestar CEO, said: "The automotive industry is entering a new phase, based on regional dynamics. Our strategy reflects that, with Europe being our largest growth engine and our plan to manufacture Polestar 7 in Europe."
What Citi analyst Ross MacDonald says:
In May-26 Volvo Cars was granted specific authorizations for the continued import/sale of connected cars in the US (LINK), thus avoiding a costly US sales ban. Reuters is today reporting that Geely sub-brand Polestar has not received this favorable ruling, being denied authorization to sell vehicles model year 2027 cars in the US market. While this may at first be seen as an opportunity for Volvo Car to gain share in the premium US BEV segment, we actually see a small negative read-across to Volvo Car from this ruling. This reflects the fact – as shown below and discussed in our initiation (LINK, 25-June) – Volvo car actually share factory space with Polestar in several plants. The ruling could therefore drive some additional fixed cost absorption for Volvo Car across these plants if Polestar volumes decline rapidly and was likely not assumed in CMD targets, we would argue. Remains Sell.
What hat Bloomberg Intelligence Says...
"Polestar's inability to sell US model-year 2027 vehicles under the connected-vehicle rule may put about $250 million of 2027 revenue at risk. Yet that equates to only about 5% of group sales. A Europe focus also appears strategically sensible because Polestar could redirect South Korea-built Polestar 4 vehicles from the US to Europe, avoiding EU tariffs on China- made EVs."
Polestar American depositary receipts closed down 6% on Thursday following the news. Shares are down 11% on the year and have been locked in a vicious multi-year bear market:
Bloomberg noted, "Polestar 3s for the US market are assembled at Volvo's plant in Charleston, South Carolina. A Volvo spokesperson said it was too early to speculate on any impact, adding that previously announced investments at the Charleston plant remain unchanged."