Volvo Direction (2023 for reference)

[matthew1]

So Polestar is then... what? Alternative luxury brand? Where does Polestar fit?

It was originally the in-house racing / performance division, right? NOW where is it? It seems like the stories I've seen lately imply high-end performance EVs, in the 400hp range.

Independent racing team, then bought by Volvo in 2015. In 2017 they mapped out its future as the electric arm of Volvo, and renamed racing division as "Cyan". https://www.matthewsvolvosite.com/volvo ... r-history/

As a branding manager, you'd be facing two big problems: cannibalism and tuning.

If Polestar is supposed to be the electric division, you've got a big problem because Volvo not only makes EVs based on the same platform, but is moving wholesale to all-electric cars/SUVs, with no expensive/cheap differences like Toyota enjoys with Lexus. So EV Volvos like C40 (Base price $56,395) are competing with the Polestar 2 (Base price $49,800).

Then there is the problem of tuning. Polestar tunes are available from your Volvo dealer for your ICE Volvo. And also, more sensical, Polestar tunes are available for your Polestar 2 EV. Nothing wrong with factory tunes, but you're going to confuse a good number of people by having ICE tunes coming from Polestar.

[BlackBart]

I agree with all of that. And how do you survive as only a high end EV company? Like you said, they’ll have no model range to fall back on when sales slump.

[scot850]

I lost interest in owning a newer Volvo after the P3 junk was introduced (even the local Volvo mechanics say they are junk). We looked at possibly an XC40 or 60 until we found none of Volvo's current vehicles can get a set of golf clubs in them, let alone 2 without putting a back seat down. No chance then of 4 people and 4 sets of clubs then.................!

Neil.