Volvo Cars’ Performance Brand, Polestar, to Become Standalone Electric Performance Brand

If you’re a fan of the Audi lineup, then you’re probably familiar with the electric-blue color and on-track performance of the Polestar brand, even if you didn’t know it by name. Polestar has been the performance sub-brand for Volvo Cars for a while now, but that is about to change, because Polestar will be forging a standalone brand dedicated to developing electrified performance vehicles.



This goes hand-in-hand with the just-recently-announced shift for Volvo Cars, which plans to field a fully-electrified lineup in the near future, starting with five new electrified models between 2019 and 2021.

“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.” said Håkan Samuelsson, president and chief executive of Volvo Cars —from a June 21, 2017 Polestar Press Release

You may be used to seeing a Polestar special edition in showrooms like ours or that electric-blue color cruising around a track, but soon enough, we’ll be looking forward to seeing Polestar stand on its own as its own brand, fielding electrified performance vehicles to meet a growing demand of eco-friendly drivers who still love to go fast.


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