Electric Car Competition Heats Up As Polestar 2 Begins European Tour

Last week the Polestar 2 – a striking new electric car that looks something like the child of an iPhone and a Storm Trooper (in the best possible way) – popped up in the middle of Stockholm's Central Station to show itself off for a few hours. This was its second stop on a European tour that will run through the autumn, culminating in the first test drives being offered around the end of the year, with deliveries to customers in 2020.

As a new car brand, Polestar – a Volvo subsidiary that has been optimizing and enhancing vehicles for its Swedish parent for years – is generating quite a bit of interest. The 2 is indeed a very interesting car, not only for its looks but also because it promises plenty of luxury, a very nice drive and all the latest technology for a price tag of around 60,000 euros ($67,000 at current rates.) No one has actually driven it yet, but I'm fairly convinced Polestar will live up to its promises. And that is a pretty low price in electric car terms. It should help Polestar as it aims for the Tesla customer base as well as the broader market of customers that have always had gasoline-powered luxury cars and might now be looking to make the switch to electric.

The good news for customers, and the challenge for Polestar and Tesla perhaps, is that we are going to see a number of EVs coming out over the next year that sit in this reasonably affordable luxury segment. Audi's e-tron and the Mercedes-Benz EQC are notable examples.
At the Geneva Motor Show earlier this year, the mainstreaming of electric cars was one of the biggest themes, and it was clear basically every manufacturer felt the need to come to market with a viable electric car that could compete with its petrol-powered peers. Range is improving, batteries are getting cheaper, and charging infrastructure is growing, so all of it is headed in the right direction

Still, most people looking for a car right now are still opting for conventional motors because they're still that much cheaper than their electric-powered cousins. But for this market segment, where customers tend to have a little cash to burn, Polestar looks well-positioned to capture some attention from those with Tesla-fatigue who are eager for something new.

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