Volvo Says Polestar Will Be a Stand-Alone Performance EV Brand | Edmunds

Volvo Says Polestar Will Be a Stand-Alone Performance EV Brand


Volvo has announced that its Polestar performance division will become a stand-alone brand dedicated to the development of high-performance electric vehicles.

As reported by Edmunds, Volvo purchased the tuning operation of Polestar, its longtime racing partner, in 2015. Since then, the Swedish automaker has continued to use the nameplate on a series of enthusiast models, including the 2017 Volvo S60 T6 Polestar sedan and the 2017 V60 T6 Polestar wagon.

Now, Volvo says, the Polestar name will appear by itself on a new line of "world-beating electrified high-performance cars." Going forward, Polestar-branded vehicles will no longer carry a Volvo logo, although performance packages for Volvo's other models will be branded as Polestar Engineered.

"Polestar will be a credible competitor in the emerging global market for high-performance electrified cars," said Håkan Samuelsson, Volvo's president and chief executive, in a statement. "With Polestar, we are able to offer electrified cars to the world's most demanding, progressive drivers in all market segments."

Although Volvo currently offers the 2017 XC90 plug-in hybrid for sale in North America, its first all-electric model is not due until 2019. That vehicle, Volvo said previously, will have a range of about 250 miles and is expected to be priced between $35,000 and $40,000.

As Edmunds noted, Samuelsson recently told a U.N. conference that Volvo is updating its business model to fit a "changing world" and meet consumer demand for sustainable, electric transportation. And that statement has been borne out by the announcement of Polestar as the standard-bearer for a new way of doing business.

Volvo says that further announcements about the Polestar line of electric performance vehicles will be coming this fall.

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