How Do You Solve a Problem Like Polestar?

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Wired 20h ago

How Do You Solve a Problem Like Polestar? - Wired

Quick Summary:

The all-electric sibling of Volvo has a new CEO, new models landing, and a new plant in South Carolina—but will this be enough to stop the EV brand's decline?

This is due at least in part to Polestar’s relative lack of brand recognition, which is not an issue for the 97-year-old Volvo.“Who is Polestar? ” asks Stephanie Valdez Streaty, director of industry insights for Cox Automotive, publisher of the Kelley Blue Book vehicle valuer.“The average consumer doesn’t know.

Putting a designer at the head of Polestar had been a “brave experiment,” Palmer says, but adds: “I don’t know whether appointing accountants [in Ingenlath’s place] is automatically the right answer, but having executives with car industry experience that understand financing and the manufacturing of vehicles is kind of mandatory.