Polestar was founded in 1997 as Flash Engineering, specialising in high-performance tuning of Volvo vehicles, its parent company. In 2017, it became an independent brand specialising in electric vehicles based in Gothenburg (Sweden), owned by Volvo and China’s Geely. Polestar’s electric cars are designed in Sweden with sustainability and performance as their main objectives.
Polestar is present in 28 markets on four continents and has opted for sports sponsorship to promote its brand worldwide. In Singapore, it sponsors the Tennis Open, in Australia it sponsors the Melbourne Demons football team, and in Germany it has announced a three-year sponsorship agreement with Borussia Dortmund, which was a Champions League finalist in 2024.
The Swedish brand offers high-end, high-performance electric vehicles; its sales have grown in recent years to reach profitability, and now it wants to take the next step: to grow organically in the markets where it is present and raise awareness of its brand to continue growing in those markets where it is not yet present. The reviews received by its latest model, the Polestar 4, augur well for its future.
In the coming months, it will unveil its models 5, 6 and 7; the Polestar 7 will be manufactured in Slovakia, suggesting that the European market is Polestar’s main target in the coming years. The partnership with Borussia Dortmund will undoubtedly give it visibility in one of the most attractive markets for electric vehicle manufacturers.