When Polestar was announced as a standalone brand in June 2017, we were promised a standalone manufacturer of “high performance electrified cars,” specifically targeted at “the world’s most demanding, progressive drivers in all market segments.” But eight years on, I think the brand has failed to become the brand it set out to be, and it’s doing little to differentiate itself from Volvo. If anything, it’s diminished Volvo from a true premium brand to an awkward middle-of-the-road automaker, while not elevating itself to its intended standard.
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