The constant search for refinement and our progressive mindset have defined our uncompromised ambition. In all communication, the objective has been to elevate the technological advancements and allow the products to stand proud as pieces of art rather than using traditional marketing. This approach could be perceived as somewhat exclusive, but the authentic product focus could not be celebrated more clearly.

The overarching design principles behind all Polestar products are represented by three main elements: Pure, Progressive, Performance - all based on what the brand is created to deliver. 

Pure; product minimalism. Progressive; scientific innovation. Performance; uncompromised and athletic.