A Brand Without a Following
Polestar, Volvo’s dedicated electric vehicle offshoot, is facing serious financial turbulence, with Volvo pulling its funding as the brand struggles to carve out a sustainable niche. While Polestar produces undeniably well-engineered cars, the problem isn’t about quality—it’s about connection. The brand, much like Jaguar in recent years, has failed to generate the kind of emotional pull that turns casual interest into loyal ownership.
Great Cars, No Brand Passion
Both Polestar and Jaguar have produced vehicles that, on paper, should be highly desirable. Jaguar has a storied history, a legacy of performance, and world-class design, yet in the modern EV era, it has struggled to inspire true devotion among buyers. Polestar finds itself in a similar predicament. Despite delivering stylish, capable EVs, it lacks the aspirational quality that makes brands like Tesla or Porsche irresistible.
The Tesla Effect
Tesla, for example, has built a cult following—not just because of its cars but because of its brand identity. It represents innovation, risk-taking, and a rebellious spirit that resonates with buyers. Polestar, on the other hand, feels more like a well-made product from a sensible company rather than a movement people want to be part of.
What Went Wrong?
- Brand Identity Confusion – Is Polestar a premium performance brand or an eco-friendly EV pioneer? The messaging hasn’t been clear.
- Lack of Heritage Storytelling – Polestar’s connection to Volvo should be a strength, yet it has failed to leverage any real emotional storytelling around its origins.
- Market Positioning – Priced against Tesla but lacking the same tech appeal, and competing with traditional luxury brands without the badge prestige.
- Dealer and Sales Challenges – Unlike Tesla, which revolutionized direct-to-consumer sales, Polestar still relies on a fragmented and inconsistent sales network.
Can Polestar Turn It Around?
For Polestar to survive, it needs more than just good cars. It must build a brand that people feel emotionally connected to. This means better storytelling, a clearer mission, and a stronger reason for people to choose Polestar over Tesla, Porsche, or even its own parent company, Volvo. Without that, the brand risks becoming another well-intentioned but forgotten chapter in the EV transition—just like Jaguar’s struggle to stay relevant in a market that demands more than just well-engineered cars.
