Polestar to become a separate high-performance brand

From the Volvo press release:

"In the future, Polestar will offer Polestar branded cars that will no longer carry a Volvo logo, as well as optimisation packages for Volvo’s range of cars under the Polestar Engineered brand.

Polestar will enjoy specific technological and engineering synergies with Volvo Cars and benefit from significant economies of scale as a result of its connection to Volvo. These synergies will allow it to design, develop and build world beating electrified high performance cars."

Above: The new Polestar logo.

Whilst it's unclear as to whether the models sold under the Polestar brand will be derivatives of existing Volvos or new, independently developed models, this is a positive step for the marque. Newly launched Volvos such as the XC90, S90, V90 and XC60 are evidence of a renaissance for the brand, which has developed a 'differentiated premium' image through a focus on honest design, advanced safety features, autonomous driving and electrification. Through its T8 powertrain, Volvo remains the only brand where the most powerful, top of the range Volvo currently available is a plug-in hybrid. Separating Polestar to focus on performance electric vehicles creates further differentiation from the mainstream 'big three' German trio of BMW, Mercedes-Benz and Audi, and is a relatively unique proposition that is perhaps matched only by Tesla.

These are exciting times for the automotive industry, and with manufacturers being bold enough to explore new avenues such as autonomous driving and electric vehicles, the potential for innovation and change in the industry is greater than ever before.