We did it. We bit the bullet, ripped off the bandage, and broke up with the conventions of the auto industry. And it’s like a weight has been lifted. We’re finally free to dive in with both feet and follow our ambitions, unfettered by tradition, unhindered by legacy.
We have a long to-do list. Now’s the time to start ticking things off, starting with these three:
1. Going All Electric: This is our first move. The Polestar 2 is our statement of intent: a premium vehicle, packed with design and technological innovations, which is entirely electric. We believe in electrification, and we’re all in.
2. Thinking Outside the Box: Next, we’re going to broaden our horizons by forming new partnerships and collaborating outside the industry. Like how we solved our issue with the user interface, for example.
3. Automotive Retail: Then, we’re tackling retail. We’re realising a number of ambitions with our approach, which will restore the joy to the whole purchasing process.
We’re not planning to dwell on the break-up. We’ve talked about our reasons for it and why we had to move on, which you can read about in detail the journals below. We’re moving on, we’re moving up, and we’re leading by example. We always knew there was a better way. Now, we’re going to show the world.
In May of 2021, Sydney’s Paramount House Hotel was the site of an unlikely assembly: a robotics engineer-turned-experimental musician, a surfboard shaper, an indigenous culture advocate, an electric performance car brand, and a host of other artists, creatives, and brands.
It’s the goal of every carmaker to get people in their cars. There are a seemingly endless number of catchphrases, taglines and mottos in the world of automotive, stretching from the cliché to the incomprehensible. But if one reads between the lines, the message is clear: this car is good. Get in it.