1 From product to platform

A brand beyond the textbook

For a 100%-electric car brand, Polestar's initial launch, a hybrid car instead of a fully electric one, was a little bit unorthodox. But Polestar views hybrid as also part of the electric journey, and they wanted to get the brand and team out there. As Polestar CEO Ingelhart says, 'A new brand is not just a marketing exercise where you do a perfect plan from A to Z. It is a living thing. It has its history, how it all grew. We actually don't do everything by the textbook to give it a little bit more room to breathe, and at the end decided, it is absolutely in line with what the company philosophy is about and that's why we felt at the end of the day, electric will be a certain period of Polestar. Let's face it, in 50, 60, 70 years, we will still be Polestar, but technology might have changed again.' Polestar now has a fully electric line-up as a global EV-pure player alongside, for example, Tesla.