Polestar as a Rising Star in the EV Market. Case Study in the Field of Brand Management and Integrated Marketing Communications

Case Study , 2021 , 28 Pages , Grade: 1,3

Business economics - Offline Marketing and Online Marketing

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

Abbreviation list

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

References

• College: Linnaeus University
• Course: IMC & Brand Management
• Grade: 1,3
• Authors: Jakob Maas (Author), David Heidler (Author), Tim Betz (Author), Pim Groot Koerkamp (Author)
• Publication Year: 2021
• Pages: 28
• Catalog Number: V1327846
• ISBN (PDF): 9783346820259
• ISBN (Book): 9783346820266
• Language: English
• Tags: Brand Management, Polestar, Marketing, IMC, EV