In recent years, there have been many discussions and decisions about what the future of our vehicles and their engines should look like. But it's not just Norway that set these goals. California already has legislation that says only zero-emission vehicles will be allowed for sale by 2035. Furthermore, there are other approaches to how regions and communes convince people to buy electric cars. In Dubai, electric cars are still exempt from public parking fees until July 2022. The exemption even works automatically, so owners don't have to do anything to get the free parking.
The auto industry itself also needs to change in the direction towards zero-emission vehicles due to ongoing regulations from governments and local policies. Within the German auto industry, Audi is one of the most pressing. They want all new Audi models to be purely electric from 2026 onwards, with production of internal combustion engines to cease in 2033. Sweden‘s popular car manufacturer Volvo is even more ambitious. Volvo Cars aims to become a leader in the fast-growing premium electric car market and plans to become an all-electric car company by 2030. By then, the company plans to sell only fully electric cars and eliminate all internal combustion engine vehicles, including hybrids, from its global portfolio.
Table of Contents
1 Introduction
2 Background Information
2.1 History
2.2 Key Facts
2.3 Vision and Mission
2.4 Brand Architecture
2.5 Competitive analysis
2.5.1 Tesla
2.5.2 Lucid
3 Polestar’s scale-up and its revolutionary brand strategy
3.1 Customer-based brand equity
3.2 Polestar’s brand identity
3.3 Integrated marketing communication strategy
3.4 Advertising effect model
3.5 Sales strategy
4 Conclusion
Research Objectives and Topics
This case study aims to analyze the market positioning and unconventional brand management strategies of Polestar as an emerging player in the electric vehicle industry, focusing on how the company leverages communication tools and brand identity to scale up effectively.
- Development and history of the Polestar brand
- Strategic brand architecture and competitive positioning
- Application of integrated marketing communication (IMC) tools
- Analysis of brand identity using the Kapferer prism model
- Evaluation of sales strategies and consumer engagement
Excerpt from the Book
3.2 Polestar’s brand identity
In order to understand the brand identity which Polestar is building on, the brand identity prism invented by Kapferer, can be used. The brand identity prism is a useful and powerful conceptualisation to determine the brand identity. According to Azoulay & Kapferer (2003) ‘the brand identity prism captures the key facets of a brand’s identity’ and could generate a deeper understanding of a brand. Furthermore, the prism will help distinguish Polestar from others that are similar, such as competitor Tesla or parent company Volvo.
The first and most obvious physical feature that are evoked in the consumer’s mind when mentioning the brand name is the image of a (electric) car. Jonsson & Gärdfors (2020) state that the minimalistic and modern design is an important physique feature of Polestar. „Polestar is a company of people with an absolute obsession for refining every detail… The visual brand identity of Polestar is the result of this passion.“ Besides that, Polestar also presents itself as a technology-based brand, which can be experienced when using the product and, in its performance.
The first characteristic is uniqueness. For instance, the brand created one single typeface for all channels, which had to be unique, but also timeless. Besides, the company chose its colours and other marking principles meticulously. The second characteristic is being adventurous. Polestar is created by Volvo to create new designs, new technology and a new business model without any risks to its own brand. Lastly reliability characterizes Polestar as a brand, since the company communicates with its Scandinavian roots via its design, logo and other communication.
Summary of Chapters
1 Introduction: Provides an overview of the global shift toward zero-emission vehicles and introduces Polestar's emergence as an important player in the premium electric vehicle market.
2 Background Information: Details the historical origins of Polestar from a racing team to a standalone EV manufacturer and examines its vision, competitive environment, and organizational brand architecture.
3 Polestar’s scale-up and its revolutionary brand strategy: Analyzes the company's brand identity, customer-based equity, and specific marketing/sales tactics used to differentiate itself and foster long-term customer relationships.
4 Conclusion: Summarizes how Polestar’s unique combination of minimalist design, transparent sustainability efforts, and unconventional sales channels has contributed to its successful market growth.
Keywords
Polestar, Electric Vehicles, Brand Management, Brand Identity, Integrated Marketing Communications, Sustainability, Premium Market, Consumer Engagement, Sales Strategy, Brand Architecture, EV Competitors, Marketing Mix, Scandinavian Design, Digital Sales, Brand Equity.
Frequently Asked Questions
What is the primary focus of this case study?
The study examines the growth and brand positioning of Polestar within the rapidly evolving electric vehicle (EV) market, specifically analyzing how the company utilizes unconventional communication and marketing strategies.
What are the core thematic areas discussed?
The key themes include the historical evolution of the brand, competitive landscape analysis against rivals like Tesla, the implementation of IMC tools, and the mechanics of a scaling EV startup.
What is the research objective of this work?
The objective is to analyze Polestar's "unconventional" approach to brand management and communication to understand how the company has successfully positioned itself in the minds of consumers and competitors.
What scientific method or framework is used?
The analysis employs several established marketing models, including the Kapferer Brand Identity Prism to determine brand facets and the DRIP and AIDA models to evaluate communication and advertising effectiveness.
What topics are covered in the main section?
The main part covers the company's brand architecture, customer-based brand equity, specific digital and showroom-based sales strategies, and the way Polestar manages its image through transparency and sustainability.
Which keywords best characterize the work?
The most characterizing keywords are Polestar, Electric Vehicles, Brand Identity, Integrated Marketing Communications, and Sustainability.
How does Polestar differentiate itself from parent company Volvo?
While sharing service networks and manufacturing capabilities, Polestar operates as a standalone brand with a distinct identity focused on minimalist, high-performance, and sustainable design to target a different consumer segment.
Why are showrooms important to the Polestar sales strategy?
Showrooms act as "hubs" that provide potential customers with high-quality, real-world experiences, helping to build brand love and trust through tangible interaction while complementing the company's digital sales model.
- Arbeit zitieren
- Jakob Maas (Autor:in), David Heidler (Autor:in), Tim Betz (Autor:in), Pim Groot Koerkamp (Autor:in), 2021, Polestar as a Rising Star in the EV Market. Case Study in the Field of Brand Management and Integrated Marketing Communications, München, GRIN Verlag, https://www.grin.com/document/1327846
