Åsa Borg remembers her first meeting with Polestar CEO and design guru Thomas Ingenlath to talk about a position at the new electric vehicle company.
“It was a chance to see the beautiful cars the brand had coming,” Borg said. “The cars are just amazing. It felt like a great challenge to work on such a relevant brand. It was not only the beautiful design but the whole sustainability aspect —Polestar was so different. It felt very important to me personally.”
But it was also June of 2020. Borg took the job as Polestar’s chief marketing officer, aware of the challenges that faced her: “It was a big journey,” she said. “We were introducing a brand and product in the middle of COVID-19, with a war in Europe and an energy crisis, while all working remotely.”
The all-electric Polestar 2 performance vehicle has been a hit with car aficionados and European buyers—and an ad in the 2023 Super Bowl telecast piqued interest in the U.S., where the brand has been e…