Making noise without making a sound

Everyone’s heard of fanfare. Of starting with a bang. Of exploding onto the scene. Making a lot of noise is an age-old way of drawing attention to oneself. Whether it’s screaming advertisements, garish colours, or otherworldly design, creating a spectacle to get noticed is a traditional manoeuvre, especially within automotive.

Polestar 2 driving on a snowy road viewed from above.

And given that it is tradition, we decided not to do it.

Everything that Polestar does is the antithesis of the above. The colour palette that adorns our products and represents our brand is modest and timeless. Our design language is one of futuristic minimalism, inspired by origami and aerospace (among other things). And our ads, well, they don’t need any sound at all to stand out.

When it comes to the cars themselves, they’re also quiet in the literal sense. What sounds they do have are but a few threads in the modern urban audio tapestry.

It seems like this “speak softly and build a great car” policy has served us well. If the quotes below are any indication, Polestar 2 has been heard loud and clear, no need for raised voices.

“For much of our recent history, the promise of premium and luxury EVs and PHEVs has felt like fake news. The Polestar 2 is not.” -Bloomberg

“One of the most complete electric cars money can buy.” -Top Gear

“Polestar 2 is maybe the most sought-after electric car to enter Norway this year. And what a car it is!” -Dagens Næringsliv (article in Norwegian)

“…thumping performance and great build quality, along with a certain cool factor that’s sure to help it fly out of showrooms.” -Driving Electric

“The Polestar 2 actually shines quite brightly.” -Autobild (article in German)

“Polestar has managed to make an electric car in the premium class that will make life miserable for many competitors.” -Vi Bilägare (article in Swedish)

“This is a piece of the future worth looking forward to.” -Business Insider

"This is a powerful car with a special design that certainly deserves its place in the exploding European EV market." -Vroom (article in French)

“The Polestar 2 just drives wonderfully. The interior is as you would expect from a Scandinavian brand: stylish, sleek and of high quality.” -Manners (article in Dutch)

“One of the most exciting cars of 2020.” -Auto Zeitung (article in German)

“It's got killer looks, and the exhilaration you get when you're behind the wheel and feel the 400-plus horses gallop you from the stop light is simply wonderful.” -Forbes

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