Polestar, Volvo Car Group’s performance road car brand became a new separately-branded electric performance car in October 2017. Recently they chose Classic Car Club of NYC to show off the Polestar 1. Fresh from hosting some of New York Fashion Week’s most fabulous events, from Polo and the Brendon Maxwell star-studded runway presentation, the Polestar looked stellar at this luxury ‘garage’ that is home to some of world’s best classic cars.
As a newest company coming into the electrified automotive industry, Polestar has confirmed its positioning and implemented an innovative go-to-market strategy in the important North American car market. This start-up electric car brand will offer electric performance cars with a modern, fully digital customer experience.
“Launching an entirely new car brand gives us the opportunity to assess what customers enjoy about car ownership, and what they are less keen on,” says Thomas Ingenlath, Chief Executive Officer at Polestar. “As an electric performance brand, we want to maximize our customer’s enjoyment of driving. Polestars will be great looking cars with avant-garde design that are full of modern technology and great to drive.”
“We also want to remove the hassle from traditional car ownership. The customer will be able to research, configure and order their car online. They can choose our innovative subscription model that enables them to have all their motoring costs covered by one single monthly payment.
“We also know that many people want to physically see a car before ordering, so our customers will be able to meet the brand in a franchised Polestar Space. In a town center location, they’ll interact with non-commissioned product experts who are totally focused on enhancing their brand experience and giving them the information they want and need. They will also have pick-up and delivery servicing, meaning that their days of standing in line at service reception are over.”
“Polestar is a global brand from day one, operating in the world’s most important car markets – Europe, China and North America. We will therefore be opening Polestar Spaces in major US cities as demand requires them. We are also developing a new Polestar North America organization to meet the demands of this important market,” concludes Thomas Ingenlath.
Polestar’s has been on a roll after its launch as the new electric performance brand and the Polestar 1 will start production in mid-2019 at the new Polestar Production Centre, which is nearing completion. The sad news is the first full year of production has already sold out, with only 200 cars currently destined for North American customers but still not to late to get on the list for the second year.
The team at Tesla is shaking in their Gucci shoes with the news that Polestar’s second car, Polestar 2, will be the company’s first full battery electric vehicle and is designed to compete with Tesla Model 3. The Polestar 2 will be revealed early in 2019, with production starting a year later. Polestar
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