Volvo Cars Relaunches Polestar as Standalone Electric Car Brand

Pablo Tucker
June 21, 2017

Volvo is helping its Polestar performance brand step up a gear - by launching it as a standalone high-performance brand producing a full range of electrified cars.

Polestar will offer Polestar branded cars that will no longer carry a Volvo logo, as well as optimisation packages for Volvo's range of cars under the Polestar Engineered brand.

The Swedish automaker has picked design chief Thomas Ingenlath to be CEO at Polestar, which previously functioned as Volvo's answer to BMW M and Mercedes-AMG in the niche for powerful, highly tuned vehicles.

No details were given about what the first electric Polestar vehicles will be, including a suggested timeline until launch. Smaller models based in its Compact Modular Architecture (CMA) technology will follow. The SPA platform underpins the Volvo XC60 and XC90 SUVs as well as the V90 estate and S90 saloon models.


While still under Volvo's control, the aim of the newly revitalised Polestar will be "creating world beating electrified high performance cars"; don't expect any more 500hp, manual, we'll-only-make-six specials, basically.

Ingenlath said: "I am really excited to take up the challenge of establishing this exciting brand, developing a fabulous portfolio of bespoke products and channelling the passion we have throughout the Polestar team. The next chapter in Polestar's history is just beginning", said Ingenlath.

Earlier this spring, Volvo hinted at a pivot towards electric cars with a focus on the Chinese market.

Volvo is fast cementing its position as an upmarket brand to rival Audi, while Polestar will become the sporty brand.


The Swedish auto giant, owned by the Chinese company Geely, has now made clear it will produce and market its "high perfomance electric cars" under a separate brand - Polestar.

Major markets are likely to include China and the United States. This will offer a range of models through auto sharing and subscription schemes as well as more conventional finance packages.

We're assuming "Electrified Cars" means both plug-in hybrids and BEVs, but we won't know more until Polestar deliver their plans.


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