Polestar is punching above its weight. It ranks eighth for sales, but second for business momentum and third in our brand assessment. Proof that brand strength and scale don’t always move together: Polestar is still relatively small, but it’s growing fast and has built an identity with outsized presence.
An impressive range of models demonstrates that Polestar can match the likes of Audi with something for every type of customer, backed up with some bolder, attitudinal marketing – this is a brand on the charge.
If we were Polestar, we’d focus on reach and conversion. The foundations are strong: distinctive design, a clear ‘no compromise’ philosophy and the credibility and safety record that comes from its relationship with Volvo. The challenge is turning that strength into scale without losing the restraint that makes Polestar feel like Polestar.
Its mission – to progress performance and design while accelerating the shift to sustainable mobility – gives Polestar an interesting space to occupy: more progressive than traditional automotive, more considered than tech disruption. The opportunity now is to own that space more decisively.
