Polestar's Latest Update Video: A Masterclass in Ignoring Customer Feedback
Polestar's latest update video ignores Polestar 2 owners, forcing workshop visits for basic updates. Arrogant, out-of-touch, and frustrating.
Let’s talk about Polestar’s latest video update from Michael Lohscheller. On the surface, it’s a shiny, well-produced piece of corporate communication, filled with promises of new features and improvements for the Polestar 3 and 4. But dig a little deeper, and it becomes painfully clear that Polestar is either tone-deaf or outright arrogant when it comes to addressing the concerns of its existing customer base—particularly Polestar 2 owners.
The Illusion of Listening
Michael starts the video by saying he’s spent “a lot of time going through your feedback” since joining Polestar last year. He acknowledges the “constructive feedback” and claims that improving is “part of our DNA at Polestar.” But where’s the evidence? While the Polestar 3 and 4 are showered with over-the-air (OTA) updates, including walk-away locking and Digital Key functionality, Polestar 2 owners are told their updates are “in the workshop and soon to come.”
This isn’t just disappointing; it’s insulting. As one commenter aptly put it: “If you want to keep your customers… this is extremely disappointing.” And they’re not alone. The comment section is a chorus of frustration, with Polestar 2 owners feeling abandoned and questioning whether they’ll stick with the brand for their next purchase.
Workshop Updates: A Step Backwards
Let’s be clear: in 2025, requiring customers to visit a workshop for software updates is archaic. It’s a practice that belongs in the early 2010s, not in the era of connected cars. Yet, Polestar seems to think this is acceptable. As another commenter sarcastically noted: “Why push an OTA when we can just have the owners go to the shop. wHaTs tHe PrObLeM????”
The problem, Polestar, is that this approach is lazy, customer-hostile, and completely out of step with the competition. Tesla, for all its flaws, has set the standard for OTA updates. Even traditional automakers like Volvo (Polestar’s parent company) are moving toward seamless, customer-friendly update processes. Polestar, meanwhile, is stuck in the past, forcing its most loyal customers to jump through hoops for basic functionality.
The Arrogance of Silence
What’s perhaps most frustrating is Polestar’s lack of communication. As one commenter pointed out, there’s been no explanation for why Polestar 2 updates are workshop-only. Are there technical limitations? Is it a cost-saving measure? Who knows! Polestar’s silence on the matter speaks volumes. It’s as if they expect their customers to simply accept this state of affairs without question.
This arrogance is further highlighted by the fact that Polestar had the audacity to release a self-congratulatory video while ignoring the most pressing feedback from its community. Another commenter summed it up perfectly: “So much for all the input the community gave you… no OTA for the P2 and a function asked for since launch (split camera) won’t be released to early cars.”
A Brand at a Crossroads
Polestar is at a critical juncture. The brand has built a reputation for producing beautiful, innovative cars, but that reputation is rapidly eroding due to its inability—or unwillingness—to listen to its customers. The Polestar 2, once a beacon of the brand’s potential, is now a symbol of neglect. As one commenter bluntly stated: “This is a car with the shortest lifetime… 5 years since release and obsolete already.”
If Polestar wants to compete in the premium EV market, it needs to do better. That means prioritizing OTA updates for all models, communicating transparently with customers, and actually acting on the feedback it claims to value. Until then, videos like this one will only serve to highlight the growing gap between Polestar’s promises and its actions.
Final Thoughts
Polestar’s latest update video is a missed opportunity. Instead of addressing the concerns of its community, it doubled down on the same tired corporate messaging. The result? A frustrated customer base, a tarnished reputation, and a growing sense that Polestar is more interested in selling new cars than supporting the ones it’s already sold.
As someone who once admired Polestar’s ambition, it’s disheartening to see the brand fall so short of its potential. Here’s hoping they wake up before it’s too late.
What do you think? Is Polestar’s approach to updates a dealbreaker, or are you willing to give them the benefit of the doubt? Let’s discuss.