Polestar built a better car than Tesla; now it needs to build a better brand

Polestar is a startup in an unusual situation. Polestar has the car. It has the executives. Polestar has factories, partners, and distribution channels. It’s set for success in a way most startups are not. And yet, success is not guaranteed. I fear Polestar is missing a critical aspect of electric vehicles and selling against Tesla.
I anticipate this will be a crucial point of discussion with Polestar CEO Thomas Ingenlath at TechCrunch Sessions: Mobility. We’re excited to have Ingenlath join the event for a fireside chat on the company and electric vehicles’ future.
Over the past few weeks, I’ve driven both of Polestar’s vehicles and attended briefings. I’ve learned about their roll-out plan, target demographics, and countless technical details about the company’s $155,000 hybrid coupe (full review) and $60,000 electric sedan (first drive review). It’s a fascinating company that built two world-class vehicles able to stand tall against anything from Tesla, Mercedes, or BMW.