Two of Europe's newest brands – Volvo's Polestar and Seat's Cupra – are using this year's Geneva auto show to introduce their high-performance products to the public.
Polestar, which Volvo last year made a stand-alone brand for the Swedish automaker's top-tier electrified models, believes there is no better place for its 600-hp Polestar 1 plug-in hybrid coupe to make its entrance than Geneva.
"It's a show where a 2+2 GT finds its perfect home," Polestar CEO Thomas Ingenlath told Automotive News Europe during a roundtable discussion last month. "It's a show where all the great sports cars make their entry. It's a perfect setting."
Along with raising curiosity about the brand, Ingenlath expects that shining a spotlight on the Polestar 1 will provide a priceless boost for the car. "We want to get people excited about it," he said. "It becomes real when you see it in the flesh. Having this car out and showing that this [brand] is slowly becoming a reality is an important step."
The Geneva debut might also provide Polestar with an enviable challenge. Since last October, more than 5,000 people have said they're interested in the chance to purchase the car, which is expected to cost between 130,000 euros and 150,000 euros.
Currently, Polestar only plans to build 500 units of the car a year over three years on one shift at its new production facility in Chengdu, China. Ingenlath, however, is already mulling whether to double production for its debut model. "I think there is potential to go to two shifts," he said. Pre-orders for the car will start after the Geneva show.