We’ll finally get to see Volvo’s Polestar higher performance electric vehicle at this month’s Monterey Vintage festival. That’s as good a place as any: there’s tons of cool cars around (a good way to put your new vehicle in context) there’s tons of rich people around (a good way to reel in potential sales) and there’s tons of press people there (lots of free advertising), but the folks at Polestar are going a bit over the top.
Waxing Poetics
Or, at least they are going a bit over the top with their marketing copy. They talk about the upcoming Polestar (unimaginatively named Polestar 1) in the third person:
“Polestar is the new electric performance brand from the Volvo Car Group. Polestar will enjoy specific technological and engineering synergies with Volvo Cars and benefit from significant economies of scale as a result of its connection to Volvo Cars. . . . Polestar begins this new era with the Polestar 1.” Sheesh, I have expected them to say: “Polestar! Makes hundreds of julienne fries in just seconds! Polestar! Love taker, as well as love giver! Polestar! You cannot deny it!” C’mon guys, is this a car, or is this Hannibal crossing the Alps"
Polestar Pebble Beach preview. Photo: Polestar.
Ready & Waiting
Well, we’ll get to cut through all the marketing hype on the 26th when the Polestar 1 will be set among a lot of glittering jewels on the Concept Lawn at the Pebble Beach Concours d?El...