Electric Car Brand Breaks Up with the Auto Industry for Valentine's Day

Today, lots of automotive brands are communicating advances in electric propulsion, but most of the cars produced are still powered by fossil fuel. Polestar is all in for electrification and from Polestar 2, will only produce fully electric cars.

Its latest work from Forsman & Bodenfors reflects the brand's ambition, launching with a beautifully animated film acting as a 'break up' letter to the car industry. 

Polestar declares that 'things need to change, fast', as the ink transforms into symbols of the traditional car industry: Futuristic concept cars, pumpjacks, exhaust fumes in big cities, gas-guzzling muscle cars and dated sales experiences. The film ends highlighting the launch date of the next chapter of the Polestar story – the electric Polestar 2.

“With this letter, we want to show how Polestar differs from the rest of the automotive industry. By moving on from the conventions of the old car world, we also point out the road going forward,” said Tim Heldmann, leading brand, marketing and retail at Polestar.

Via the letter, Polestar makes it clear that they think differently, and they are serious in this commitment. The Polestar factory in Chengdu will be the most environmentally-responsible car factory in China – and one of the most efficient in the world, with a target of Gold status in the globally-recognised LEED ratings. They also highlight that Polestar’s subscription model of car ownerships meets modern consumer’s needs. And, instead of making customers travel to out-of-town car dealerships, they have revealed the concept of Polestar Space retail environments that are conveniently located in downtown areas.