LUXEMBOURG – 26 October 2026. Polestar has appointed Bart Deswert as its new Head of Sales for Belgium and Luxembourg. With more than 30 years of commercial experience, he will take up his role on 26 October, leading the commercial strategy and driving the continued growth of the electric performance car brand in both markets.
Deswert brings extensive experience from both within and beyond the automotive industry. He has held senior leadership positions at Sony, Philips Lighting and Belisol, building expertise in commercial transformation, business development and retail across online and offline sales channels in several European markets. He also served as Sales Director at Goodyear and Business Unit Director for BMW/MINI at A&M Automobiel Groep.
At Polestar, his key priorities will include further strengthening the brand's market position, expanding its retail network and capitalising on the opportunities presented by its growing model line-up.
Lies Eeckman, Regional Director Polestar Benelux: “With Bart, we are welcoming not only an experienced commercial leader, but also a great colleague and a true team player. His knowledge of the automotive and retail sectors, strategic mindset and people-first approach make him the right person to help shape our continued growth in Belgium and Luxembourg. We look forward to working with him.”
Bart Deswert, Head of Sales Belux: “The transition to electric mobility presents a unique opportunity to rethink the customer experience. With an expanding model line-up and a personal, customer-focused approach, Polestar has everything it needs to continue growing and reach new audiences. I look forward to working with the team to turn these ambitions into reality.”
The appointment comes at a pivotal moment for Polestar. With its largest model offensive since the brand's inception, Polestar is set to significantly expand its premium portfolio in the coming years. Upcoming models include the Polestar 5, a new SUV joining the Polestar 4 family, an updated Polestar 2 and the compact Polestar 7 SUV. This expanded line-up will also help the brand reach new customer groups.
At the same time, Polestar continues to invest in making the brand more accessible to customers locally. The recent opening of Polestar Hasselt marks the latest step in the expansion of its retail network.
Ends.
About Polestar
Polestar (Nasdaq: PSNY) is the Swedish electric performance car brand with a focus on uncompromised design and innovation, and the ambition to accelerate the change towards a sustainable future. Headquartered in Gothenburg, Sweden, its cars are available in 31 markets globally across North America, Europe and Asia Pacific. In Luxembourg, Polestar operates a Polestar Space on Route de Thionville in Bonnevoie, bringing all Polestar Luxembourg activities together in one location. Customers can discover the 100% electric model line-up, book a test drive and access maintenance services for their vehicle.
Polestar has five models in its line-up: Polestar 2, Polestar 3, Polestar 4 coupé, Polestar 4 SUV, and Polestar 5. Planned models include the Polestar 2 successor (to be launched in 2027), Polestar 7 compact SUV (to be introduced in 2028) and the Polestar 6 roadster. With its vehicles currently manufactured on two continents, North America and Asia, Polestar plans to diversify its manufacturing footprint further, with production of Polestar 7 planned in Europe.
Polestar has an unwavering commitment to sustainability and has set an ambitious roadmap to reach its climate targets: halve greenhouse gas emissions by 2030 per-vehicle-sold and become climate-neutral across its value chain by 2040. Polestar’s comprehensive sustainability strategy covers the four areas of Climate, Transparency, Circularity, and Inclusion.
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