Polestar is an electric car company known for its minimalistic design and technological innovations. We talked with CMO Åsa Borg about building a global brand, running a Super Bowl ad, the importance of design, her proudest moments & biggest challenges, and more.

Learn more:

https://generogrowth.com

https://www.polestar.com/

https://www.linkedin.com/in/åsa-borg-4898b038/

https://www.youtube.com/watch?v=B4QI0VzbkHk

(0:00) Introduction

(0:43) What is Polestar?

(5:03) Building a global brand

(9:09) How the EV market has changed over the years

(10:39) Polestar’s successful Super Bowl ad

(14:34) Agencies vs in-house

(16:52) Building a funnel and managing complexity

(20:50) Media and channel choices

(22:50) Competition and the future

(26:39) Word of mouth and community

(27:32) How Polestar thinks about design

(31:17) Testing and learning 

(34:08) Rapid fire: proudest moment, going public, biggest challenge, and how to hire the best talent