Polestar is banking on premium audio as a differentiator. With the latest over-the-air update, Polestar 3 gains a new Abbey Road Studios Mode, a feature that’s only accessible to customers who opted for the Bowers & Wilkins audio system. This move signals a deeper commitment to delivering not just EV performance, but also premium in-cabin experiences—without waiting for the next model year.
OTA Update Targets Flagship Users
The update is limited to Polestar 3 models equipped with the optional Bowers & Wilkins audio system, a package that includes:
- 25 speakers
- 1,610-watt total output
- Dolby Atmos
- 3D surround sound
- Active road noise cancellation
These specs are aimed squarely at buyers who prioritize luxury audio performance in their electric SUVs.
Key Insight: The audio system is not a software-based add-on—it requires hardware commitment. This keeps Abbey Road Studios Mode exclusive and pushes buyers toward higher trim levels.
Abbey Road Branding Meets Engineering Control
The new Abbey Road Studios Mode introduces five listening presets:
| Preset Name | Sonic Goal | Acoustic Focus |
|---|---|---|
| Intimate | Up-close studio control room experience | Vintage warmth and clarity |
| Open | In-the-room realism with artist proximity | Live performance ambiance |
| Energised | High-intensity studio excitement | Bright dynamics and detail |
| Expansive | Full-room immersion with live feel | Depth and spatial power |
| Producer | Manual tuning for personal sound preferences | Real-time tonal adjustments |
Only the Producer mode offers customization, making it the standout for audiophiles who want granular control over tonality and ambience.
What Makes This Update Different?
Most infotainment updates offer incremental improvements. This one provides a full suite of new sound profiles developed with Abbey Road Studios’ engineers. These are the same engineers who’ve recorded chart-topping albums. The update is a software-only enhancement, but it delivers a perceived value increase for customers who already paid for the high-end Bowers & Wilkins system.
Here’s what makes it stand out:
- Zero dealership visit required
- No additional subscription or hardware upgrade needed
- Delivers audio value comparable to home listening rooms
Takeaway: This is an OTA that drives actual engagement, not just security patches.
User Impact and Differentiation Strategy
This feature doesn't apply to every Polestar 3 owner. That’s by design. By making it available only to those with the premium system, Polestar aligns with buyers already signaling a willingness to pay more. It’s an audio upsell that happens post-purchase, which may nudge more future buyers toward checking the “premium sound” box.
Strategic Positioning Moves:
- Aligns Polestar 3 against higher-trim Tesla Model X and BMW iX
- Boosts brand cachet through Abbey Road Studios association
- Provides non-driving-related value in the in-cabin experience category
Direct Quotes Show Intent
Michael Lohscheller, Polestar CEO, made the intent behind the update clear:
“The Bowers & Wilkins system in Polestar 3 is already world class. Abbey Road Studios Mode takes it to another level.”
Dan Shepherd, Bowers & Wilkins VP, adds:
“We have succeeded in our aim to bring to life the distinctive characteristics of the studio experience.”
In short: this isn’t marketing fluff. It’s the result of a multi-party engineering collaboration, intended to reinforce the Polestar 3’s premium position.
Polestar’s OTA Strategy Expands
This audio update isn’t isolated. The June 2025 OTA also includes:
- Stolen Vehicle Tracking
- Smart Schedule for Charging
While the audio changes steal the spotlight, the other features serve practical ends and reflect a broader investment in post-sale software upgrades.
Breakdown of Key OTA Components:
| Feature | Benefit |
|---|---|
| Abbey Road Studios Mode | High-end audio fidelity and customization |
| Smart Charging Schedule | Time-optimized home charging |
| Stolen Vehicle Tracking | Recovery support and peace of mind |
Insight: The update blends lifestyle appeal with practical enhancements. This reflects an ongoing shift in how EVs differentiate themselves in a crowded segment.
Pricing Influence
Polestar has not released a breakdown of how many owners have opted for the Bowers & Wilkins upgrade. However, the audio system is likely bundled with higher trims or offered as a standalone upgrade. Estimated pricing for similar audio packages in the premium SUV segment sits between $3,000 and $5,000 USD.
Estimated ROI for Polestar:
- Encourages higher trim purchases
- Builds goodwill post-sale
- Increases OTA interaction and software value perception
