Behind the wheel of the Polestar 3, I found myself in an extraordinary situation—being driven by Thomas Ingenlath, the outgoing CEO of Polestar. This was not just an ordinary ride; it was a glimpse into the mind of a leader steering a company through a dynamic and challenging automotive landscape. As he navigated the streets with the ease of one-pedal driving, our conversation unfolded, revealing Polestar’s ambitions and strategies as it seeks to carve out its identity in the competitive electric vehicle market.
Ingenlath’s departure from Polestar at the end of September 2023 marks a significant transition for the brand, which has been working diligently to emerge from the shadows of its parent company, Volvo. Geely’s separation of the two brands earlier this year has allowed Polestar to embrace a newfound freedom, akin to a young adult stepping into the world for the first time. But with that freedom comes the responsibility of making strategic decisions that will determine the company’s viability in the years to come.
Throughout the ride, Ingenlath articulated Polestar’s ambition to challenge established German luxury automakers. The brand is not merely aiming for a slice of the market; it intends to redefine what luxury means in the context of electric vehicles. He emphasized that Polestar is committed to delivering high-quality vehicles that do not shy away from competition, stating, “We are not building cheap shit.” This bold declaration highlights Polestar’s intention to position itself as a serious contender against rivals like Tesla, whose Model 3 Ingenlath critiqued for its production efficiency over quality.
Recent teardown analyses have revealed stark differences in the build quality of the Polestar 2 and the Model 3, with Ingenlath noting the Model 3’s design choices aimed at cost reduction, rather than aesthetic or functional superiority. This critique not only showcases Polestar’s commitment to quality but also its willingness to differentiate itself in a crowded marketplace.
As Polestar eyes the future, a lineup of new models is on the horizon, including the much-anticipated Polestar 5 sedan and the Polestar 6 sports car, which promises a staggering 884 horsepower. The recent unveiling of the BST concept at the Goodwood Festival of Speed serves as a tantalizing preview of what’s to come, indicating that Polestar is not merely content with its current offerings but is actively pushing the boundaries of performance and design.
Transitioning into a new phase, Polestar appointed Philipp Römers as its head of design, formerly with Audi. This decision signals a potential shift in the company’s design language, which Ingenlath has influenced significantly since joining. The brand’s ability to evolve its aesthetic while maintaining its core values will be crucial as it seeks to attract a diverse clientele.
Ingenlath’s insights into the challenges of running a new automotive company are particularly enlightening. He articulated a sense of unpredictability that characterizes the electric vehicle industry, asserting that the future remains uncertain, filled with surprises that necessitate adaptability. This adaptability is what Polestar prides itself on—described as a nimble organization free from the “legacy behavior” that often burdens larger automakers.
Reflecting on his time with Polestar, Ingenlath acknowledged the relentless challenges that come with building a new brand in a fast-evolving industry. The pandemic presented unique hurdles, compelling Polestar to pivot its customer interaction model to virtual handovers while ramping up deliveries. Such agility in response to external pressures exemplifies a forward-thinking approach that could position Polestar favorably as consumer preferences shift toward electric vehicles.
In summary, Polestar is not just navigating the turbulent waters of the automotive industry; it is actively reshaping its identity and offerings in a bid to stand out in the crowded electric vehicle market. As Ingenlath prepares to hand over the reins, the foundations laid during his tenure will be crucial for the brand’s future. Whether Polestar can truly emerge as a formidable player in the luxury EV segment will depend on its ability to maintain its commitment to quality, innovation, and adaptability in an ever-changing landscape.
