Polestar, the Swedish electric car brand, is preparing to make its debut in Italy with the opening of its first store in Milan. The interview with CEO Alexander Lutz.
We first told you about Polestar and its first hybrid coupé back in 2018. It was the official announcement of a new challenge from Sweden's Volvo, which, having announced its farewell to internal combustion engines and its intention to develop electric vehicles, had simultaneously just created a new brand with the aim of developing a luxury electric and hybrid range under a new marque. Four years on, on the eve of the Italian debut of Polestar Automotive Holding, we take stock. So: we are talking about a Swedish manufacturer of premium-segment electric cars, founded by Volvo (itself part of China's Geely) in 2017, with which it shares technology and synergies.
Polestar is headquartered in Gothenburg, Sweden. Since 2018 its model range (produced in China, and in future also in the United States) has grown, and today the brand is already present in several markets across Europe (such as neighbouring Switzerland, where it is based in Zurich and has a showroom in Geneva), North America, China and Asia Pacific. Under the Polestar name — regarded by many as Tesla's most credible rival — two models have been produced to date: the hybrid coupé Polestar 1, built in a limited series between 2019 and 2021, and the Polestar 2, the brand's first fully electric model.
Autumn 2022 is set to see the launch of the Polestar 3, the brand's first electric SUV, to be followed the year after by another, more compact electric SUV, the Polestar 4, and in 2024 by the Polestar 5, a high-performance four-door electric coupé. What sets the new Swedish brand apart is a strong focus on sustainability: Polestar has signed up to the United Nations' Race to Zero campaign and was the first automotive brand to join the Exponential roadmap initiative, a coalition whose goal is to halve global emissions by 2030.
The objective? To establish itself as a global, premium (that is, high-end and high-performance) fully electric vehicle brand, while rapidly expanding its network of sales points — the Polestar space and Destination locations. That is where things stand today. In the meantime, a few months ahead of the Swedish brand's launch on the Italian market, expected in the second half of the year, we met Alexander Lutz, CEO of Polestar Italia. Young, yet with significant international experience behind him at brands such as Maserati and Audi, we sat down with him in Milan.
"The Italian market is very important for us — we are confident that our approach to performance, design and innovation, applied of course to fully electric models, can be a strategic one here. Being part of a large group like Volvo and Geely allows us to leverage significant synergies and to enter a market like Italy's, where a passion for cars meets a growing awareness of sustainability," Lutz explained, giving a preview of the opening in the coming months of the first Polestar space in Milan, to be followed by a second in Rome. These sales points are complemented, naturally, by an online purchasing experience where, in a "transparent, fast and easy" way, it will be possible to buy one's own electric car on the web, drawing on the experience accumulated in other countries where, to date, a combined total of 55,000 Polestars have been sold.
Young, but with a clear vision. That is why we decided, in our interview, to play a "game" — asking Alexander Lutz to comment on some of the keywords that define the new mobility, present and future. Here is how it went.
Sustainability
Sustainability is a value for the company, not a marketing tool. Polestar aims to reduce its climate impact with every new model, with the goal of producing, by 2030, a car with a truly zero climate impact, from production to end of life.
Autonomous vehicles
We already offer level 2 autonomous driving on our models. Autonomous driving will certainly become increasingly important for us in the future, and we are investing heavily in this direction — even though we believe that personally driving a Polestar model will always be a pleasurable and rewarding experience, while also providing those who prefer to rely on autonomous driving with the most advanced tools and safety systems.
Smart city
This is a scenario we are exploring and developing primarily in other countries. In Italy it does not yet appear to be a priority, but in countries such as Sweden we have, together with Volvo and other partners, launched a project that simulates these scenarios — and where wireless charging of electric vehicles is already a reality in the city of Gothenburg, where a small fleet of electric taxis that recharges wirelessly (without cables) at selected stations is already in operation. Smart cities and e-mobility are undoubtedly two inseparable concepts.
Metaverse
The metaverse is very interesting for us. We are a company that is aware it cannot develop everything in-house; having partners who know the digital world is essential. An example? Consider the need to build a sales network quickly in certain markets. At that point, harnessing all the potential of digital technology to reach people on their computers or mobile phones becomes a way to stay connected, to offer consultations, or to respond to any customer need, wherever they may be. We experienced this in other countries during the health emergency, when reaching people in person was impossible for us. We are a digital company, so the metaverse and the virtual world in general are certainly part of our future — even though physical connection remains fundamental for us.
2035
I personally agree with the decision by the ministers of the European Council regarding the ban on petrol and diesel cars from 2035; that the mobility landscape will be electric is now a certainty, even if I'm not entirely convinced that all technologies, such as hydrogen, have the same development prospects. I'll say it again: the electric car is certainly the future, so I share the European Council's choices. What is important, however, is that policy, we manufacturers, and the needs of people and mobility customers are considered as an inseparable whole; it remains essential to work with these three stakeholders to improve the world and continue the commitment to sustainable mobility — a mobility that, for us at Polestar, also means fun and driving pleasure.
Big data
Two aspects are important for Polestar: data ownership remains with the customers, and the use of that data must benefit the customer. That is why we are already working with Google through our infotainment systems, because we knew we could not independently develop such complex systems. Developing apps like Apple CarPlay or Android Auto requires enormous investment; we could never match Google, Amazon or Microsoft in data management, which is why we prefer to develop strategic alliances.
Internet of Things
Internet of Things means innovation to us — giving customers tools to have more free time in their lives. Time is the currency of life. IoT can make life more enjoyable and comfortable, and that is what we want to offer to those who choose Polestar.
Circular economy
For the electric car, this is only the beginning of a virtuous, increasingly circular cycle. We strongly believe in collaborating with experts in order to accelerate development and provide customers with the best available technologies. Take an example: the interiors of the Precept, and even more so those of the Polestar O₂, are characterised by a strong focus on sustainability through the use of new materials and innovative processes. Using interior materials that reduce environmental impact opens up new opportunities to contain a car's footprint: recycled PET bottles, regenerated fishing nets or recycled cork. In many interior elements of the car and in some external parts, we use a developed flax-based composite. We also place great emphasis on transparency and traceability to promote responsible sourcing, leveraging blockchain technology to trace raw materials, including those used in batteries.
Future
I'm thinking about the near future — let's say 5 years. I picture quieter, calmer cities, populated by fewer cars, increasingly electric, with more time for people. I picture a more polarised world, a bit like what happened in the watchmaking world with the arrival of the first quartz timepieces. It was a turning point, both for technology and for design, which — freed from mechanical components — was able to cross new creative thresholds, experiment with new forms, reduce costs and increase reliability. For me, electric mobility has that same innovative force. Over the next 5 years, the brand will become more important than the product; the goal will not be sales figures alone — to improve the world we will not only need to sell cars, but to offer value to people. Examples such as the city of Oslo, where car use has been significantly reduced and where attention to spaces for people and nature is a priority, represent a model I personally share; I believe it is the future. The car will continue to play a central role for a long time to come, but a different one for each person, depending on their lifestyle and where they live.