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Volvo launches Polestar as stand-alone performance EV brand to target Tesla

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8 years ago

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Swedish auto manufacturer, Volvo, has announced it is now entering the high-performance EV market. The company is transforming its long-time racing and performance division into an EV powerhouse. Polestar will become a “new separately-branded electrified global high-performance car company.” The new vehicles will not bear the Volvo brand and will be introduced as an entirely new stand-alone brand.

Volvo purchased Polestar in 2015, a move that allowed the brand to introduce higher performing vehicles. At the time of the acquisition, Volvo stated that they intended to incorporate their hybrid technology into the vehicles. Now, as the automotive industry rushes to compete with Tesla in the EV market, Volvo has decided to transform Polestar into its own stand-alone brand.

“Polestar will be a credible competitor in the emerging global market for high performance electrified cars. With Polestar, we are able to offer electrified cars to the world’s most demanding, progressive drivers in all market segments.” – Håkan Samuelsson, President and CEO of Volvo Cars

Rewinding back to 2014, before buying Polestar, Volvo announced its new Drive-E scalable platform architecture (SPA). The SPA focused its complete product line around a 2.0 liter 4-cylinder engine, tuning the engine with super and turbochargers to increase power as needed. Since then, the company has nearly redesigned its entire line of vehicles around the SPA. The company has seen global sales surge 25% since 2014, and Volvo has yet to see the effects of a major overhaul to its best seller, the XC60.

Polestar announces new management team to develop electrified performance brand for Volvo cars

The Swedish manufacturer has long been committed to environmentally friendly vehicles and is directly going after Tesla’s market. Earlier this month, Volvo’s CEO cited Tesla as a major reason for developing an electric car, “We have to recognize that Tesla (TSLA.O) has managed to offer such a car for which people are lining up. In this area, there should also be space for us, with high quality and attractive design.”

While it may seem odd that the new performance EV brand won’t be wearing the Volvo badge, the new brand could allow Volvo to mimic Tesla’s business in a larger sense. Volvo’s Polestar brand won’t be tied to Volvo’s network of franchised dealers and could allow the company to pursue direct-to-consumer car sales. Volvo has flirted with the idea in the past, and even allowed buyers of the XC90 order the vehicle online, directly from the manufacturer. While Volvo’s dealers still handled the pricing and delivery of the vehicle, it has allowed the company to test out sales model. Tesla has previously claimed that traditional franchise dealers are the wrong place to sell electric vehicles, citing dealers’ incentives to sell maintenance-heavy gas vehicles.

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Polestar’s Logo, Polestar will be transformed into a performance EV brand over the next few years

Leading the new brand is Volvo’s former SVP of Design, Thomas Ingenlath. It’s worth noting that Ingenlath previously worked at VW along with other EV design leaders, Tesla’s Franz Von Holtzhausen and Lucid’s Derek Jenkins. While it is still to be seen what exactly Volvo plans to produce, this new direction for the Polestar brand puts it in direct competition with other EV-only brands such as, Lucid Motors, NIO, Tesla, and Rivian.

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Christian Prenzler is currently the VP of Business Development at Teslarati, leading strategic partnerships, content development, email newsletters, and subscription programs. Additionally, Christian thoroughly enjoys investigating pivotal moments in the emerging mobility sector and sharing these stories with Teslarati's readers. He has been closely following and writing on Tesla and disruptive technology for over seven years. You can contact Christian here: christian@teslarati.com

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Tesla Supercharger Diner food menu gets a sneak peek as construction closes out

What are you ordering at the Tesla Diner?

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8 hours ago

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July 18, 2025

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Credit: BradGoldbergMD | X

The Tesla Supercharger Diner in Los Angeles is nearing completion as construction appears to be winding down significantly. However, the more minor details, such as what the company will serve at its 50s-style diner for food, are starting to be revealed.

Tesla’s Supercharger Diner is set to open soon, seven years after CEO Elon Musk first drafted the idea in a post on X in 2018. Musk has largely come through on most of what he envisioned for the project: the diner, the massive movie screens, and the intended vibe are all present, thanks to the aerial and ground footage shared on social media.

We already know the Diner will be open 24/7, based on decals placed on the front door of the restaurant that were shared earlier this week. We assume that Tesla Optimus will come into play for these long and uninterrupted hours.

The Tesla Diner is basically finished—here’s what it looks like

As far as the food, Tesla does have an email also printed on the front door of the Diner, but we did not receive any response back (yet) about what cuisine it will be offering. We figured it would be nothing fancy and it would be typical diner staples: burgers, fries, wings, milkshakes, etc.

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According to pictures taken by @Tesla_lighting_, which were shared by Not a Tesla App, the food will be just that: quick and affordable meals that diners do well. It’s nothing crazy, just typical staples you’d find at any diner, just with a Tesla twist:

As the food menu is finalized, we will be sure to share any details Tesla provides, including a full list of what will be served and its prices.

Additionally, the entire property appears to be nearing its final construction stages, and it seems it may even be nearing completion. The movie screens are already up and showing videos of things like SpaceX launches.

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There are many cars already using the Superchargers at the restaurant, and employees inside the facility look to be putting the finishing touches on the interior.

It’s almost reminiscent of a Tesla version of a Buc-ee’s, a southern staple convenience store that offers much more than a traditional gas station. Of course, Tesla’s version is futuristic and more catered to the company’s image, but the idea is the same.

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It’s a one-stop shop for anything you’d need to recharge as a Tesla owner. Los Angeles building permits have not yet revealed the date for the restaurant’s initial operation, but Tesla may have its eye on a target date that will likely be announced during next week’s Earnings Call.

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Tesla’s longer Model Y did not scale back requests for this vehicle type from fans

Tesla fans are happy with the new Model Y, but they’re still vocal about the need for something else.

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1 day ago

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July 17, 2025

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Credit: AlwinArt/Twitter

Tesla launched a slightly longer version of the Model Y all-electric crossover in China, and with it being extremely likely that the vehicle will make its way to other markets, including the United States, fans are still looking for something more.

The new Model Y L in China boasts a slightly larger wheelbase than its original version, giving slightly more interior room with a sixth seat, thanks to a third row.

Tesla exec hints at useful and potentially killer Model Y L feature

Tesla has said throughout the past year that it would focus on developing its affordable, compact models, which were set to begin production in the first half of the year. The company has not indicated whether it met that timeline or not, but many are hoping to see unveilings of those designs potentially during the Q3 earnings call.

However, the modifications to the Model Y, which have not yet been officially announced for any markets outside of China, still don’t seem to be what owners and fans are looking forward to. Instead, they are hoping for something larger.

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A few months ago, I reported on the overall consensus within the Tesla community that the company needs a full-size SUV, minivan, or even a cargo van that would be ideal for camping or business use.

Tesla is missing one type of vehicle in its lineup and fans want it fast

That mentality still seems very present amongst fans and owners, who state that a full-size SUV with enough seating for a larger family, more capability in terms of cargo space for camping or business operation, and something to compete with gas cars like the Chevrolet Tahoe, Ford Expedition, or electric ones like the Volkswagen ID.BUZZ.

We asked the question on X, and Tesla fans were nearly unanimously in support of a larger SUV or minivan-type vehicle for the company’s lineup:

Here’s what some of the respondents said:

Tesla is certainly aware that many of its owners would like the company to develop something larger that competes with the large SUVs on the market.

However, it has not stated that anything like that is in the current plans for future vehicles, as it has made a concerted effort to develop Robotaxi alongside the affordable, compact models that it claims are in development.

It has already unveiled the Robovan, a people-mover that can seat up to 20 passengers in a lounge-like interior.

The Robovan will be completely driverless, so it’s unlikely we will see it before the release of a fully autonomous Full Self-Driving suite from Tesla.

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Tesla launches first Virtual Power Plant in UK – get paid to use solar

Tesla has launched its first-ever Virtual Power Plant program in the United Kingdom.

Published

1 day ago

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July 17, 2025

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Credit: Tesla Energy | X

Tesla has launched its first-ever Virtual Power Plant program in the United Kingdom. This feature enables users of solar panels and energy storage systems to sell their excess energy back to the grid.

Tesla is utilizing Octopus Energy, a British renewable energy company that operates in multiple markets, including the UK, France, Germany, Italy, Spain, Australia, Japan, New Zealand, and the United States, as the provider for the VPP launch in the region.

The company states that those who enroll in the program can earn up to £300 per month.

Tesla has operated several VPP programs worldwide, most notably in California, Texas, Connecticut, and the U.S. territory of Puerto Rico. This is not the first time Tesla has operated a VPP outside the United States, as there are programs in Australia, Japan, and New Zealand.

This is its first in the UK:

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Tesla is not the only company that is working with Octopus Energy in the UK for the VPP, as it joins SolarEdge, GivEnergy, and Enphase as other companies that utilize the Octopus platform for their project operations.

It has been six years since Tesla launched its first VPP, as it started its first in Australia back in 2019. In 2024, Tesla paid out over $10 million to those participating in the program.

Tesla VPP program in California hits new capacity milestone

Participating in the VPP program that Tesla offers not only provides enrolled individuals with the opportunity to earn money, but it also contributes to grid stabilization by supporting local energy grids.

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