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

Polestar – a name probably reflecting the vision as a Scandinavian company to be trend-setting and always clearly recognisable. It implies the pole position in racing and the most easily identifiable star in the sky, by which all can reliably orientate themselves.

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 director of innomark GmbH comments on brand topics currently under discussion at irregular intervals.