Volvo Cars has announced that it has acquired Polestar Performance AB which comprises of performance-related software and aftermarket tuning hardware, and Polestar Holding AB which is the owner of the Polestar trademarks. The racing division of Polestar has not been acquired though.
The company partnered with the Swedish high performance brand in 1996 to work together in the field of motorsport. The collaboration reached a new level when the first road-ready Polestar-tuned Volvo model was launched in 2012 – the Volvo C30 Polestar. The S60 sedan and V60 wagon were added to the Polestar model range in 2013.
The Polestar brand for Volvo has been like M for BMW, but never an in-house unit. Thus, going forward, Polestar models can be expected to become mainstream, unlike now where its work is limited to several hundred units. Moving from limited to regular production would also mean entering more markets and becoming more capable of rivaling Audi, BMW, Cadillac and other premium brands which offer high-performance variants.
In the future, the company will also sell Polestar-branded high performance variants with twin engine electrification technology that is currently offered on the second generation Volvo XC90.
In February, the company announced that it will produce 750 S60 and V60 Polestar units for 2015 and expand Polestar’s availability to 13 countries – Australia, Canada, England, Israel, Japan, Kuwait, Lebanon, Oman, Qatar, Sweden, Switzerland, the United Arab Emirates and the USA.