A very bright start for Volvo’s new star in the automotive sky

Volvo is aiming for Polestar to be a standalone brand for high-power luxury electric vehicles – and the Polestar 1 sets a dazzlingly powerful precedent

15th December, 2019
A very bright start for Volvo’s new star in the automotive sky
Volvo’s Polestar will be a separate, standalone brand that manufactures high-power luxury electric vehicles

For a company that was founded only in 1996, Swedish outfit Polestar already has a convoluted history. It was set up in the city of Gothenburg, also home to Volvo, as Flash Engineering; and it prepared racing Volvos for motorsport endeavours.

The rebranding to Polestar came about in 2005, as the relationship with Volvo became ever closer. By 2009, Polestar Racing was handling the vehicles for competition while Polestar Performance began modifying Volvo production models for consumer purchase.


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