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.

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