Working with one other model means there will probably be some company arm twisting, says Callum. The problem is to maintain any similarities hidden the place attainable: “To be truthful to the design groups, they’re going to be advised to make use of plenty of related parts, just like the touchscreens. However, for instance, you need to by no means use the identical switches on the outer floor. We argued for this between Jaguar and Land Rover. Regardless that the mechanics of the change could be widespread beneath, which is okay, the tactility and the texture of them have to be completely different. These are areas that must be protected.”
What’s essential is how every model presents its philosophy. In any case, platform and powertrain sharing is nothing new. A VW Golf R shares a platform and engine with an Audi S3, with their design and ethos being the massive differentiators. The previous’s market positioning isn’t fairly as premium because the latter, regardless of similarities below the pores and skin. Trying just a little nearer to the mark, a VW iD3 shares its platform and tech (all the way down to its woeful infotainment system) with the Cupra Born—but the 2 manufacturers’ pictures couldn’t be additional aside. One presents itself as smart, whereas the opposite is sporting. To go additional, Kia’s EV6, the Genesis GV60, and Hyundai’s Ionic 5 all share a platform, tough dimensions, and powertrains, but promise and ship completely different experiences.
“Polestar is attention-grabbing as a result of it is a very related product to Volvo,” Harrow says. “I believed when the model began they’d be producing considerably completely different merchandise. However with the economies of scale and the power to share platforms, the inevitable occurs, and so they begin doing very related automobiles.”
“What they’re making an attempt to do is elevate Polestar barely above Volvo, so it is nearer to a premium model,” Harrow says. “However the problem for all these corporations is, how do you create a brand new premium when all of the merchandise are the identical? Supplies have gotten much less essential. Digital enhancements are way more essential in a model now. So we’re in a distinct territory.”
Which brings us again to the EX90’s predominant get together piece, its distinguished, seen lidar sensor. Contemplating what Volvo’s about, this isn’t a shock to Callum: “That is Volvo’s attribute. They’re clearly not compromising the security. If it means placing a humorous field on the roof to do it, they’re going to do it.”
Similarities are certain to occur as each Volvo and Polestar race to be essentially the most sustainable, the cleanest, or the greenest. However for Callum it’s right here the place issues get muddied: “The 2 manufacturers are in the identical area. One was created to be an electrical model of the opposite one, however now they’re each electrical. To be trustworthy, I believe they are going to have fairly a problem. Polestar has to focus, maybe, on the extra joyful, sporty facet of life reasonably than the sensible, family-oriented facet of life.”
Harrow agrees and cites the not too long ago introduced Polestar 6 as a primary step in that path. “Polestar has bought a reasonably completely different concept of what the model would possibly turn out to be,” he says. “And as issues progress, it’d begin to draw back from Volvo. However I believe in the meanwhile, as a result of they should make it worthwhile, the inevitability is that they’re sharing plenty of merchandise and product sectors.”
