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Volvo brings high-performance Polestar brand in-house

Volvo has purchased both the Polestar brand name and the company

Published: July 15, 2015, 10:35 AM
Updated: January 3, 2018, 5:24 AM

2015 Volvo S60 Polestar

Last fall, to the surprise of almost everyone except those who drove it, the Volvo V60 Polestar earned AJAC's Best New Sports/Performance Car (over $50,000) laurels for 2015, beating out both the Dodge Challenger and Ford Mustang.

That Polestar is a limited production, high-performance version of the V60 wagon (with a parallel variant of the S60 sedan), featuring software tuning by Polestar, a Swedish race car builder that specializes in Volvos.

2016 Volvo S60 and V60 Polestar

Volvo used the Polestar name under an agreement reached in 2013. Now, it owns the name as well as the company, excluding its racing team.

The Polestar name will be applied to future high-performance Volvos, similar to BMW's use of the M brand and Mercedes' of AMG.

Volvo expects to sell just 750 Polestar versions of the V60 wagon and S60 sedan globally in 2015. But sales are forecast to increase to between 1,000 and 1,500 cars a year in the medium term under Volvo’s ownership – and potentially more if demand warrants.