Volvo Turns Polestar into Performance Sub-brand
Volvo Cars announced that its Polestar operation, currently tasked with handling performance upgrades will be reorganized as a separately-branded “electrified global high-performance car company” to rival the likes of BMW’s i and Mercedes-Benz EQ. The new Polestar operation will be headed by Thomas Ingenlath, senior vice president of design at Volvo, who becomes its CEO. Ingenlath, credited with being the inspiration behind Volvo’s award-winning design renaissance, will be joined by Jonathan Goodman, who departs his current post as Volvo’s senior vp of communication to become Polestar’s COO.
In making the announcement, Håkan Samuelsson, president and CEO of Volvo Cars noted: “Thomas heading up the Polestar organization shows our commitment to establishing a truly differentiated stand-alone brand within the Volvo Car Group. 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.”
Volvo Cars purchased 100 percent of Polestar Performance in July 2015 after a successful motorsport collaboration that lasted nearly two decades. Under terms of the new deal, Polestar will continue to develop various engine packages for Volvo cars under the Polestar Engineered banner as well as offer a selection of vehicles carrying only the Polestar badge. The new organization will leverage technology with its parent that will help it produce Polestar vehicles in a more cost-effective manner.
“I am really excited to take up the challenge of establishing this exciting brand, developing a fabulous portfolio of bespoke products and channeling the passion we have throughout the Polestar team,” noted Ingenlath. “The next chapter in Polestar’s history is just beginning.” Polestar promises that additional news about its future products, industrialization and commercial plans will be forthcoming this fall. That timing also indicates that we may see the first new Polestar vehicle appear at the Frankfurt Auto Show in September, even if just in concept form.
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