It all started with an idea. An idea for electrified performance cars that combine innovation and expertise in one, obsessively designed, package. This idea then grew and grew, from a series of sketches to actual cars. Cars which will be delivered to customers this year.
This was the defining aspect of Polestar’s first appearance at the 98th Brussels Motor Show, held in Brussels (where else) from January 10th to 19th, 2020. This wasn’t an auto show appearance to tease the public with a glimpse of what’s to come. This was a chance for potential customers to see both the Polestar 1 and Polestar 2 up close, with the expectation that it would be in their driveways and turning their neighbours’ heads within a few months.
The Brussels Motor Show has been held biannually since 1902 (with some interruptions), cars and motorcycles in focus during even-numbered years and commercial vehicles taking the spotlight in odd-numbered years. This year’s iteration took place in the 100,000 m2 Brussels Expo. With attendance at well over the half a million mark, a huge venue was required.
We exhibited in two different spots: our own event stand in Hall 6, and the Polestar 1 in the Dream Cars section of the show. Our stand featured a void Polestar 2 and a matte snow Polestar 1, backed by our signature façade (rendered in white this time). Behind the façade was an enclosed area containing our atelier tables, display screens and a thunder Polestar 2.
The entire stand was minimalist. Polestar through and through. We have a reputation to uphold, after all.
The Dream Cars exhibition was another thing entirely. Reserved for premium models and supercars, Dream Cars is an exclusive showroom decorated according to specific themes. 2020’s theme was “Spring and Rebirth”, and if James Cameron’s Avatar featured an auto showroom, it would’ve looked like this. The spaces between the wooden event stands were filled with “flourishing verdant nature” (their words), which served to highlight the avant-garde design of the matte magnesium Polestar 1 in its midst.
And the visitors came in droves. Both the event stand and the Dream Cars showroom were full of people eager to see the cars, speak to product specialists, and hear the keynote speeches of Polestar COO Jonathan Goodman and Polestar 2 product manager Beatrice Simonsson. Sales figures of the Polestar 2 were into double digits by lunchtime of the first day. Our first Brussels Motor Show appearance was a success. It showed that as our idea for electrified performance cars has grown, so too has the number of people who wanted to buy into that idea and take a piece of it home with them.
And now they can.
A core principle of sustainability is future-proofing. Keeping items in use saves energy and reduces waste, as they’re thrown away or replaced less often. There are any number of ways to ensure a product doesn’t become obsolete. Durable materials. Timeless design. And OTA software updates, like the latest one available for Polestar 2.
The most innovative ideas are brought about through creative collaboration. Ideas that have the power to change; to revolutionise the status quo and spark social and environmental change. By connecting thoughts, experiences, skills, and intuition, visionary endeavours, like design, can be elevated from good to great.
Time is running out. To stay within the 1.5-degree target, we need to take immediate action. In the quest for circularity, transitioning to electric transport is one of several imperative steps. This step calls for a change in behaviour, from people, businesses, and governments. Because frankly, we don’t have time not to.