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Polestar is gearing up to introduce its high-performance sub-brand, BST, into its permanent lineup, drawing comparisons to the likes of Mercedes-AMG and BMW M. This strategic move is expected to materialize with the release of a BST version of an existing Polestar model by late 2026 or early 2027. However, the specific model that will debut under this new sub-brand remains a closely guarded secret.
Historically, Polestar has dabbled with limited-edition BST versions, notably the Polestar 2 models 230 and 270, and a 2024 concept based on the Polestar 6 sports car. Despite the latter’s uncertain production status, these iterations have paved the way for a more permanent BST presence. Previous management at Polestar hinted that the 3 large SUV and the mid-sized 4 crossover could also receive the BST treatment.
BST’s Potential Models and Market Strategy
One of the potential candidates for a BST makeover is the upcoming Polestar 5 luxury flagship sedan, set to launch in Australia mid-year. This model could serve as a potent yet expensive foundation for BST enhancements. Although BST limited editions have not yet reached Australian shores, Polestar Australia CEO Scott Maynard is optimistic about the sub-brand’s prospects in the region.
“Australia’s a market that loves high-performance product,” Maynard stated. “To be able to offer up a bit more of a BST line-up to some of the vehicles we have got or are going to get … would be tremendous.”
Maynard further suggested that BST enhancements might extend to more of the Polestar range, aligning with the brand’s image and market demands. However, he refrained from specifying which model would first bear the BST badge.
Design Philosophy and Future Outlook
Polestar’s new design chief, Philipp Römers, has also alluded to the return of BST during media interviews at the Munich motor show last year. Römers emphasized that the BST’s design would avoid flamboyant elements like oversized wings, instead opting for a progressive and attractive aesthetic.
“We should remain, of course, progressive and have some features which are outstanding, but the execution and the looks of the car should be highly attractive and well done and should not scare you!” Römers explained.
This design philosophy aligns with Polestar’s broader brand ethos of combining performance with understated elegance, a strategy that could appeal to a wide range of consumers seeking performance without compromising on style.
Implications for the Automotive Industry
The introduction of BST as a full-time sub-brand signifies Polestar’s commitment to expanding its performance offerings, potentially reshaping the competitive landscape in the high-performance electric vehicle market. By aligning with established performance brands like AMG and M, Polestar aims to carve out its niche in the luxury EV sector.
Industry experts suggest that this move could enhance Polestar’s brand value and consumer appeal, especially in markets with a strong appetite for high-performance vehicles. As the automotive industry continues to shift towards electrification, Polestar’s strategic expansion with BST could position it as a formidable player in the performance EV segment.
As Polestar prepares to unveil its first BST model, the automotive world eagerly anticipates the impact of this new sub-brand. With a focus on performance, design, and market expansion, BST is poised to become a significant part of Polestar’s future, potentially setting new benchmarks in the high-performance EV market.
