In three years, Polestar has established itself as a major brand in Norway
– I have always been concerned with the environment and climate. As a youth I was an avid surfer. All surfers are interested in coral reefs. Because if these disappear – yes, then some of the world’s best surfing spots disappear at the same time. We wouldn’t want that. I have also been interested in cars, but the fact that I was going to work with cars – probably surprised many. Myself included. I actually dreamed of getting a job in either Zero or Bellona.
This is what Alexander Hørthe (37) says, who is head of Polestar in Norway.
It has been since the brand was established in Norway in 2019. He then came from Tesla where he worked for six years.
– It is now over three years since we opened Polestar Space, as the first in the world, here in Oslo, says the 37-year-old from Bærum.
– Several have followed our recipe
He describes the journey with Polestar as an adventure. The concept of “Space” (showroom) in the middle of a cramped and hectic city center was new, the car brand was new, all employees were new, dealing only online was also quite new. It was not at all a given that it would go well. But it has done that.
– We have delivered well over 10,000 Polestars here in Norway now. We are very satisfied with that. It has given us the necessary confidence, it shows that our Spaces work. Although some were skeptical of the concept at the start. Now we see that other brands are following our recipe, says Hørthe.
So far this year, Polestar is number 12 in the brand statistics in Norway. With that, they are bigger than traditional brands such as Nissan, Peugeot, Mazda and Opel. It is particularly impressive that Polestar manages it with just one model.
Now a brand new Polestar model is on the way. Namely the large and sporty family SUV 3. Polestar is Volvo’s sister brand and this is based on the same platform as the new Volvo EX90, the car that replaces the XC90.
– The response from the public has simply been overwhelming. I am both a little touched and grateful for the exceptional reception the car has received so far. This is an SUV for the electric age. Here is sustainability, innovation and design package in a very well-equipped family car. At the same time, 3 carries on the DNA from Polestar 2. We believe the two models will complement each other well, says Hørthe.
– The opening, bright Scandinavian-inspired design, the sporty but still high seating position, the good space in the back seat, the vigorous performances and the good space in the back seat and luggage compartment, I think many Norwegian customers will like, he says and sends a long and dreamy gaze in the direction of the car.
Video: Get a review of the new Polestar 3 here
Many have already ordered
A car that was recently on a quick visit in Norway.
– I can’t go out with any highs, but I can say that we’ve got a lot of positions on it already. Later today, when you from the press have left, the customers will arrive. I’ll be surprised if even more positions don’t flow in after that, he smiles optimistically.
Some people still want to see and test drive the car before pressing “order”. They have the opportunity to do so now.
When asked if they have received feedback from customers who are skeptical about buying cars from China, he replies in the negative.
– We are aware of the challenge, but no – we have not received any such feedback.
Hørthe believes that there are several reasons for this.
– We are, after all, a Scandinavian company. The head office is in Sweden. Development and design of our cars mostly takes place in Sweden and the UK, much of the engineering work in the UK. But we have two factories in China. One of these was designed by the Norwegian architectural firm Snøhetta. However, we are starting production of the Polestar 3 in the USA. This means that we are a global, and not a Chinese company.
Also read: We have previously discussed the new Polestar 3, read more about the car here:
Often chooses a more expensive solution
– Another thing that I feel like pushing is that we are a very transparent company. We have no secrets, or ghosts in the closet. We are also very careful to track and be able to document everything that is used in our cars, whether it is raw material for the batteries or leather and textiles for the interior. It is an essential requirement for our subcontractors to provide thorough documentation. If this cannot be provided – yes, then they will not join. It’s that simple and that brutal, says Hørthe.
He adds:
– This means that we often do not go for the cheapest solution. But for us, sustainability is more than a pretty word used in party speeches. This is our everyday life – and one of the basic ideas of what Polestar should be. Both now and in the future, he explains.
Here the environmental campaigner in Hørthe really comes to the fore, if not exactly in a surf suit this time. There is no doubt that this is what he both means and is passionate about.
There is still a year until the first Polestar 3 can be delivered to customers. There is talk of the fourth quarter of 2023.
Also read: Here is our first meeting with the Polestar 3
More on the gang
One of the things Hørthe is most looking forward to with the new Polestar 3 is the stereo system.
– It might sound a bit strange. I should perhaps have said possibility for 100 kilos of roof load, possibility to tow heavy trailers or plenty of space. By the way, the space is important. We have two children, and the third is on the way – so, yes, space will be important.
– But I am very fond of music. I play the guitar myself. Right now there is a lot going on in children’s songs. Otherwise, I think I have a versatile taste. I like to listen to both jazz and classical music, but if I really want to relax and calm down, it’s Metallica. Maybe a bit a-typical, but I’m looking forward to playing on the new stereo system with 25 speakers and 3D surround sound, he says, looking dreamy.
But it doesn’t stop with Polestar 3. They have more to offer. Already next year, they will show the Polestar 4, a small SUV. Then the Polestar 5 appears, a car the size of the Tesla Model S. After that comes the snarky convertible Polestar 6 in 2026.
There are many indications that Alexander Hørthe and his team will have plenty to do in the future.
Also read: This is what you should know about the new SUV from Polestar
Video: Here we are at the world launch of Polestar 3