Volvo Is Making Polestar A Separate Brand For High-Performance Electrified Vehicles

Just two years after acquiring Polestar Performance as a wholly-owned subsidiary, Volvo Cars is pushing its performance arm to spearhead a new range of high-performance electrified vehicles.

Detailed plans are set to be revealed in autumn, but the company’s announcement confirms that consumers can look forward to independent Polestar-branded vehicles that do not carry any Volvo branding.

Buyers sticking to the Volvo brand, however, will continue to be offered the option of various Polestar Engineered enhancement packages.

This realignment of Polestar’s direction comes in conjunction with the setting up of a new management team within the organization. Thomas Ingenlath, Senior Vice President of Design at Volvo will be assuming the position of Polestar CEO.

“Thomas heading up the Polestar organisation shows our commitment to establishing a truly differentiated stand-alone brand within the Volvo Car Group,” said Håkan Samuelsson, president and chief executive of Volvo Cars.

Mr Ingenlath will be joined at Polestar by Jonathan Goodman, who will become Chief Operating Officer. Mr Goodman moves from his position as Senior Vice President Corporate Communication at 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,” Samuelsson continued.