Volvo Cars’ Polestar is what AMG is to Mercedes or M division is to BMW. Besides creating a performance variant of a standard Volvo car, Polestar offers optimization services too. Recently, the division announced to have optimised 100,000 Volvo cars. But the problem is, unlike the Germans, the Polestar is not widely recognized as a standalone brand. Which is probably why there is a change in plan.
Acquired in July 2015, the Polestar will re-launch itself as “a new separately-branded electrified global high performance car company”, which Volvo says the latest stage in the company’s ongoing transformation. Which could mean that the Polestar division will now shift its focus on optimizing the plug-in hybrids and developing all-electric vehicles.
Volvo’s main goal is to make the Polestar into a standalone brand, so much so that in the future, the Polestar branded cars that will no longer carry a Volvo logo. The optimization services too will continue under the Polestar brand.
Thomas Ingenlath, Senior Vice President of Design at Volvo has been appointed as a Chief Executive Officer at Polestar. Volvo says Mr Ingenlath has been the inspiration behind Volvo’s award winning design renaissance in recent years.
“Thomas heading up the Polestar organization shows our commitment to establishing a truly differentiated stand-alone brand within the Volvo Car Group,” said Håkan Samuelsson, President and CEO of Volvo Cars.
“Polestar will be a credible competitor in the emerging global market for high performance electrified cars. With Polestar, we are able to offer electrified cars to the world’s most demanding, progressive drivers in all market segments.” He added.
Polestar will enjoy specific technological and engineering synergies with Volvo Cars and benefit from significant economies of scale as a result of its connection to Volvo. These synergies will allow it to design, develop and build world beating electrified high performance cars. Added the official statement.
More details are expected soon.
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