By on June 21, 2017

Polestar logo, Image: Volvo Cars

Think of it as a green brand known for producing some very blue cars. Polestar, Volvo’s performance wing, will be spun off into an electrified automaker under a new plan from the Swedish car manufacturer.

Expected to do battle with the likes of Tesla and BMW’s i sub-brand, future Polestars — like their gasoline-powered predecessors — will stake out space in the performance arena, only this time in a different niche.

Volvo made the announcement today, confirming an insider-sourced report from two weeks ago. That’s right, future Polestars will ditch the Volvo logo altogether, while remaining part of Volvo Cars.

The automaker first teamed up with Polestar Performance in 1996 to assist its motorsports ventures. Together, the two companies began cranking out Polestar-tuned variants of Volvo vehicles for regular customers, providing a Scandinavian alternative to BMW’s M-badged vehicles and Mercedes-AMG rolling stock. Volvo took full ownership of Polestar in 2015.

Heading up the new brand is Thomas Ingenlath, who will relinquish his role as senior vice president of design at Volvo to don a CEO hat.

“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, in a statement.

“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.”

Don’t worry, traditional Polestar lovers. The company’s engineering will still find its way into regular Volvos through performance packages offered by the Polestar Engineered brand. Vivid blue S60 and V60s currently make up the entirety of Volvo’s Polestar-badged offerings, offering mondo horsepower from a heavily worked-over 2.0-liter four-cylinder.

The automaker claims Polestar’s connection to Volvo, and the ability to share platforms and components, will allow the new brand to benefit from economies of scale. “These synergies will allow it to design, develop and build world beating electrified high performance cars,” the automaker stated.

Note the repeated use of the word “electrified.” While Polestar doesn’t plan to outline its product intentions until this fall, it would seem that gasoline propulsion might not entirely disappear from its lineup. Volvo has already found success with hybrids, with more on the way. The senior company source at the core of the earlier report claimed future Polestar models would make use of Volvo’s Compact Modular Architecture, which is versatile enough for use with conventional, hybrid and electric powertrains.

[Image: Volvo Cars]

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10 Comments on “Volvo Makes It Official: Polestar to Become a Standalone Brand...”


  • avatar
    Kyree S. Williams

    Will this be a new brand the same way Mercedes-AMG and Mercedes-Maybach are separate brands? Or will it be a proper, separate brand with separate vehicles?

  • avatar
    turbo_awd

    If I were an investing type, I’d ditch Volvo stock ASAP. This will only be a drain on their resources. People who currently like Polestar are plenty, but people who BUY Polestar are far and few between – they are unique, but they’re also overpriced compared to what you get.

    If they’re going to apply the same principles to electric cars, they’ll try to “charge” $20k more than Tesla for lesser performance..

  • avatar
    Asdf

    Volvo is a CHINESE car manufacturer, not Swedish!

    • 0 avatar
      Spartan

      And I bet you typed that on a Chinese manufactured computer. Volvo is owned by a Chinese Compa…You know what, never mind. I won’t feed the troll.

  • avatar

    so… what about Lotus? will they be a part of the plan, tuning Volvos and Polestars? a Lotus V90 would be a great contender against Audi’s RS6 and Mercedes’ E63 AMG.

  • avatar
    WrittenDescription

    I like the name Polestar but the only reason I’d consider buying an expensive new car from a company named Polestar is because the salesperson would have patiently explained to me that its underpinnings are from Volvo. I’d rather see Volvo build its own brand equity in the electric vehicle space and continue using “Polestar” as a hot-model indicator for folks that know what they’re looking at.

  • avatar
    Spartan

    Polestar. The official car of strip clubs all over the world.

  • avatar
    BrunoT

    The people who run Volvo seem to be more interested in “green” ventures rather than making good cars, affordable cars, or performance cars for normal people. I’ve bought two recently, I am probably done with the brand and they will continue to have lackluster sales in the US, despite some good new designs. Polestar was about performance, not electric cars. Dumping complex expensive HEAVY electric components into the rear of their cars to make them actually perform isn’t the answer. You want a sport sedan that has to be 500 lbs heavier to be faster than a 4 cylinder?

  • avatar
    carve

    Fun fact: PoleStar is also my gay porn name :P

  • avatar
    darex

    Citroën/DS, are going to sue over this logo.

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