Polestar – a prominent personality in the best starting position?

In 2015, Volvo has acquired 100% of the performance brand Polestar, which is now launched as a separate brand for electric cars.

Polestar is translated as Polarstern. Behind it is probably the vision as a Scandinavian company to be trend-setting, immovable and always clearly recognisable. It implies the pole position in racing and the most easily identifiable star in the sky, which everyone can reliably orientate themselves by.

If we start from the intention of the North Star, we are naturally interested to know whether the Volvo subsidiary will live up to the radiance of its supposed name giver in the market for electric cars?


Thomas Schiefer as managing partner of innomark GmbH comments at irregular intervals on brand topics currently under discussion.

What can we
do for you?

Would you like to develop a new brand? Do you have questions about the process of a professional name development? Are you a start-up company looking for a suitable name? Would you like to revise, streamline or modernise your existing name structure? Are you a medium-sized or large company interested in monitoring your brand or in trend and brand tracking? Or do you need a trademark or title search?

Call us at +49(0)611/560101 or write to us!