Polestar Engineered
The performance label Polestar kept after becoming a car brand: optimisation packages for Volvo models announced with the 2017 relaunch.
Source: Polestar
Polestar
A Swedish electric performance car brand that defines itself through minimalist design, a refusal of compromise and openly published carbon footprints.
- Founded
- 2017
- Industry
- Automotive
- Headquarters
- Sweden
- Ownership
- Public company
- Parent companies
-
- Volvo
- Geely Holding Group
Key Facts
Brand logos
Wordmark
Symbol
Values
Pure; Progressive; Performance
Polestar, "Journal 1"
Purpose
Design is the tool used to create products that bring about a cleaner, more sustainable future. That makes the desirable choice and the right choice the same. That solves problems and creates change.
Polestar, About-
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Polestar 0 project
The research programme announced in April 2021 to create a car without emissions from production and without offsetting; first partners SSAB, Hydro, ZF, Autoliv and ZKW, target revised in 2026 to a net-zero car by 2035.
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Polestar Spaces
The brand's own retail format, standalone showrooms separate from Volvo dealers, announced at the 2017 launch; the first opened in Oslo and Beijing in 2019.
Positioning
Polestar cars are a new form of electric performance. One defined by minimalistic design, technological innovations, sustainable solutions, and a complete lack of compromise.
Brand Chronology
Brands that put design first (2026)
Why electric cars look like science fiction (2026)
Why electric cars look like science fiction
2026
The Cybercab has no steering wheel. New car brands use shapes people already know, and most of those come from science fiction.
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Polestar plans a bold evolution of its design (2026)
Polestar plans a bold evolution of its design
2026
In its strategy update, Polestar's new head of design Philipp Römers keeps the brand's face recognisable and makes it more emotional.
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Matthias Schweighöfer makes a film for Polestar (2025)
Matthias Schweighöfer makes a film for Polestar
2025
For the Polestar 5 launch in Munich, Polestar works with Matthias Schweighöfer on a short film that argues for the electric car.
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Michael Lohscheller becomes CEO, succeeding Thomas Ingenlath (2024)
Michael Lohscheller
becomes CEO, succeeding Thomas Ingenlath
Polestar and Candela build a flying boat (2023)
Polestar and Candela build a flying boat
2023
The Candela C-8 Polestar edition takes Polestar's battery, colours and design onto the water, on gold hydrofoils that lift the hull.
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Polestar builds an SUV coupé without a rear window (2023)
Polestar builds an SUV coupé without a rear window
2023
The Polestar 4 swaps its rear window for a roof camera and a digital mirror, and turns a convention of car design into a brand statement.
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Polestar says no to everything in its first Super Bowl ad (2022)
Polestar says no to everything in its first Super Bowl ad
2022
Polestar's first Super Bowl spot introduces the brand through a list of refusals, with jabs at Mars missions and Dieselgate.
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Polestar lets an astronaut speak for the planet (2021)
Polestar lets an astronaut speak for the planet
2021
Polestar's global brand campaign builds on astronaut Karen Nyberg's view of Earth from space and the idea of sustainability as premium.
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Polestar puts its name on a CAKE electric moped (2021)
Polestar puts its name on a CAKE electric moped
2021
The Makka, Polestar edition by CAKE, carries the car brand's colours and design onto two wheels and charges from a Polestar 2.
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Polestar promises a climate-neutral car by 2030 (2021)
Polestar promises a climate-neutral car by 2030
2021
With the Polestar 0 project, Polestar commits to a car without emissions from production, and rules out offsetting as the answer.
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Logo-Redesign (2020)
Logo-Redesign
2020
In 2020 Polestar refreshed its identity without touching the structure of the star mark. The brand switched its palette to two shades of grey, reinforcing the minimalist, monochrome language of its design principles. The star itself stayed unchanged, keeping continuity with the 2017 symbol.
Volvo turns Polestar into a brand of its own (2017)
Volvo turns Polestar into a brand of its own
2017
Volvo's former racing and tuning partner returns as a standalone electric performance brand, with its own cars, retail and logo.
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Logo-Redesign (2017)
Logo-Redesign
2017
When Volvo relaunched Polestar as a standalone electric performance brand in 2017, Stockholm Design Lab created a new identity built around a single mark: two opposing chevron forms meeting as a four-pointed star. The wordmark of the former racing badge was dropped, leaving the star — a reference to the Pole Star — to stand on its own. The symbol was unveiled alongside the Polestar 1 in Shanghai on 17 October 2017.
Thomas Ingenlath becomes founding CEO (2017)
Thomas Ingenlath
becomes founding CEO
Founded
2017
Volvo Cars relaunched its former racing partner Polestar in 2017 as a standalone electric performance brand, revealing the Polestar 1 in Shanghai.
Brands that put design first
2026