Ex-Opel boss to launch Polestar in France after settling DS dispute

Swedish-Chinese electric performance carmaker Polestar announced its long-anticipated market entry into France. It’s a key milestone in the company’s global expansion, as a legal dispute with Citroën over logo rights long banned the brand’s sales and operations.

Polestar plans to begin operations in the French market in the summer of 2025, marking Polestar’s 27th market worldwide. It tried to enter the French market shortly after the brand launched in 2017.

But Citroën disagreed, claiming Polestar’s logo resembled that of its own and its premium sister brand DS too closely. The French won. The lawsuit led to a ban on Polestar’s activities in France, including a six-month restriction on logo usage in 2020 and the absence of a French website.

Europe-wide ban

Citroën’s demands went even further, claiming a sales ban covering the entire European continent, which was overruled. In late 2022, both carmakers settled their dispute, with Polestar reportedly paying €150,000 in damages and an additional €70,000 in legal fees. After this, the brand could re-enter its portfolio into one of Europe’s largest and fastest-growing electric vehicle markets.

Polestar CEO Michael Lohscheller highlighted the significance of the French market in the company’s broader strategy: “France is one of the biggest EV markets in the world, and it’s essential for Polestar to establish a strong presence here.” EVs accounted for over 20% of new car registrations in France in 2024, making it one of Europe’s most dynamic EV markets.

At Volvo dealerships

Polestar plans to operate in France using its agency sales model and leveraging sister brand Volvo’s existing dealer network. This newly adopted strategic move is a reaction to the underwhelming results of the digital-only approach.

French customers can purchase vehicles online through Polestar’s official website and in physical showrooms, which are set to open in major cities nationwide.

The manager appointed to uncork the French potential is Stéphane Le Guevel. Le Guevel formerly led Opel in France but, more recently, oversaw Polestar operations in Spain and Portugal.

Le Guevel brings over thirty years of experience in the automotive industry and has already collaborated with Lohscheller during the latter’s tenure as CEO of Opel Europe, which he managed to pull out of the red.

Le Guevel expressed excitement about the new role: “After three exciting years on the Iberian Peninsula, I am extremely honored to launch Polestar in the French market at such a strategic moment for the brand’s international expansion.” The latter certainly holds as the brand’s sales declined last year while its model line-up tripled.

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