Polestar, the Swedish electric vehicle (EV) manufacturer, has named Rick Bryant as its new Head of North America, effective May 12, 2025, as the company aims to capitalize on its recent sales surge. Bryant’s appointment, announced in a company statement, follows a 76% year-over-year increase in global sales, with over 12,300 vehicles sold in Q1 2025, signaling robust demand for Polestar’s premium EVs.

Leadership Transition

Bryant succeeds Anders Gustafsson, who departed Polestar on May 11, 2025, after serving as President of Polestar North America since July 2024. Gustafsson, a former executive at Volvo Car USA, led the region during a period of significant growth. Bryant, previously Polestar’s Head of Operations, brings over 30 years of automotive industry experience, including multiple executive roles at Volvo Car USA. His deep expertise positions him to steer Polestar’s ambitious expansion in the competitive North American EV market.

Strategic Expertise for Growth

Polestar’s Chief Commercial Officer, Kristian Elvefors, praised Bryant’s contributions to the company’s evolution. “His leadership and deep industry expertise make him ideally suited to guide the next phase of our growth,” Elvefors said in the official release. Bryant’s prior role in operations equipped him to transform Polestar into a sales-driven organization, a critical shift as the company scales production and distribution to meet rising demand for models like the Polestar 2 and Polestar 3.

Polestar Appoints Rick Bryant As New North America Leader To Drive Ev Growth

Industry Context and Ownership Shifts

Polestar’s growth aligns with broader EV market trends, where consumer adoption is accelerating despite infrastructure challenges. The company’s sales success in Q1 2025 reflects its ability to compete with established players like Tesla and emerging brands. Polestar’s ownership structure has also evolved, with Volvo reducing its stake while Zhejiang Geely Holding, its China-based parent, has increased its investment. This shift strengthens Polestar’s financial backing, enabling investments in production capacity and new models, such as the upcoming Polestar 4, a compact electric SUV with an estimated range of 300 miles.

Implications for Polestar’s Future

Bryant’s leadership arrives at a pivotal moment. His operational background could streamline Polestar’s supply chain and dealer networks, addressing bottlenecks that have constrained some EV makers. Economically, his focus on sales-driven strategies may boost Polestar’s market share in North America, where EVs accounted for 7.6% of new vehicle sales in 2024, per industry estimates. Regulatory tailwinds, including U.S. tax credits of up to $7,500 for qualifying EVs, further support Polestar’s growth, though navigating complex eligibility rules will be key.

Bryant’s challenge will be maintaining momentum amid fierce competition and economic uncertainties. His experience at Volvo, where he managed premium vehicle sales, equips him to position Polestar’s luxury EVs—priced between $40,000 and $85,000—against rivals. Enhancing brand visibility and expanding Polestar’s retail footprint, currently at 30 U.S. spaces, will be critical to sustaining the 76% sales growth trajectory.

Blick in die Zukunft

With Bryant at the helm, Polestar is poised to strengthen its foothold in North America’s EV landscape. His proven track record and strategic vision align with the company’s goal of delivering sustainable, high-performance vehicles. As Polestar ramps up production and introduces new models, Bryant’s leadership will shape its ability to meet growing consumer demand and navigate an evolving industry.

Photos courtesy of Polestar