Polestar (North Star), acquired two years ago, was originally a high-performance department. It wants to compete with Mercedes-Benz AMG, BMW M and Audi RS series, but now Volvo's ambitions are not limited to this, it has to challenge higher goals. Directly compete with the Tesla and BMW i brands in the future.
Polestar's LOGO does have the futuristic look of Tesla.
Polestar is a racing brand from Sweden. It has won numerous awards in international competitions and later became the official designated partner of Volvo. After nearly two decades of cooperation, Volvo has earned its revenue and become the high-performance department of the group.
However, there is still much prospect for competition in the traditional fuel vehicle sector, which has become a problem that Volvo has to think about. Especially in the past few years when Tesla was leading the way, there were a bunch of new car companies trying to enter the field of high-performance electric vehicles, and transformation became an inevitable choice.
In fact, Polestar wants to build electric cars not to adapt to Volvo's strategic needs. At the beginning of the acquisition, it hopes to build a "sexy" electric car, but it has not been put into practice. In the five years after the acquisition, Polestar also performed very well, contributing 15% of sales to Volvo.
According to Volvo's plan, Polestar's future models will share resources with Volvo, but will not hang Volvo's logo. For Volvo, this may be more secure, but for the new brand Polestar, there will be a brand awareness. problem.
Is it really a bit of a violation between a brand that is known for its safety and a high-performance electric vehicle? I am afraid this is one of the reasons why Volvo wants to distinguish the two.
Brand new team
After confirming the independence of Polestar, Volvo also announced a new team of this new brand. Thomas Ingenlath, senior vice president of global design for Volvo Cars, became the new CEO of the Polestar brand.
The 53-year-old Ingrat achieved good results in the design of Volvo, and contributed to Volvo's sales growth. His leading design XC90 won many awards, which also helped him enter the Volvo core management team.
Jonathan Goodman, senior vice president of Volvo PR, will be the new COO for Polestar. Goodman is also 53 years old this year. Before coming to Volvo, he was in charge of public relations at the PSA Group.
Jonathan Goodman and Thomas Ingrat
Let a designer be the CEO of a brand new brand, how much can see Volvo's positioning of Polestar, they really want to create a sexy, emotional high-performance electric car, in addition to technology, this new brand may want more humanity Personalized side.
The independence of the Polestar brand and the entry of Volvo into the field of high-performance electric vehicles seem to have made us see the distinctive side of this Nordic brand. In fact, this aspect has always existed.
In 1959, Volvo established a special racing department, and it also won awards in all kinds of competitions, but its safe and reliable brand impression is deeply rooted, which has diluted the other side of its pursuit of speed and passion.
But starting with Polestar, Volvo will also start to show muscle.
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