BESPOKE | 13 DECEMBER 2019
Goodbye Normal
There’s a new guiding light in automotive design. Polestar is a brand without historical hang-ups or cultural baggage.
Born out of a love of design and innovation, this EV start-up wants to wave goodbye to the wealth of outdated traditions that still underpin much of the world’s auto industry. Heritage might have stood many brands in good stead as they evolved slowly over decades, but new technology and new thinking puts innovation before branding.
The company’s models, Polestar 1 and Polestar 2, are two of the most eagerly awaited cars on the market. The former is a high-tech luxury GT, an exceptionally advanced hybrid. Delivering power, range, dynamic ability and seamlessly elegant design, Polestar 1 is destined to be exclusive and rare. Yet the second car from this bold company will have a much wider reach. The all-new Polestar 2 saloon is a pure EV that’ll help us sever all ties with industry tradition. With its future-proofed interior tech, with a constantly upgradeable operating system, Polestar 2 exemplifies Polestar’s design-driven eco-system, from the cars themselves to new spaces for building and buying cars, the Polestar 2 is a bright new challenger.
The Polestar 2 was designed from the ground up by a team overseen by the company’s CEO Thomas Ingenlath, formerly head of design at Volvo. With an all-electric drivetrain at its heart and guided by the power of Google’s Automotive Services, the Polestar 2 is constructed from pure, minimal and functional forms, carefully detailed to evoke the best in contemporary design, from architecture through to furniture and high technology.
The drive to electrification is impacting on how we think about cars. As well as the expansive freedoms offered to car designers, the ways in which customers engage with car brands is changing, from choosing and buying, using and servicing, sharing and actually driving on a day-to-day basis. Polestar believes in integrating mobility into your life, with an app that turns your smartphone into a car key and opens up the world of possibilities available to owners and, increasingly, users. The Polestar 2 will open up the buying experience, with bright, open, urban spaces that are a world away from the conventional showroom and focus on the technology and design of the cars. Polestar’s product experts aren’t simply focused on a sale, but are on hand aim to guide potential customers through the cars’ cutting-edge inner workings and demonstrate the benefits of EV driving.
Polestar is a new kind of car company for this new kind of world, one that’s happy to bid farewell to convention and re-shape the consumer experience and the art of travel. The ever-changing realms of culture and technology are redefining ‘normal’ on a daily basis. Polestar’s design-led approach is a barometer of all that’s brightest and best about the industry’s evolution, helping drive the inquisitive, the bold and the brave to where they want to go.
