How Polestar is Taking on EV Giants in a $785Bn Market

Watch our documentary on the Future of the CMO from this link 📺:  https://www.youtube.com/watch?v=AXBKelmQomMIn this episode, Eric sits down with Åsa Borg, the Chief Marketing & Commercial Operations Officer at Polestar, the Swedish electric performance car brand that's challenging the automotive industry. Since launching in 2017, Polestar has rapidly expanded to 27 markets globally with their lineup of electric vehicles. Åsa brings her wealth of experience from 20 years at Volvo Cars to this challenger brand, offering unique insights on the difference between marketing for an established brand versus building one from scratch.One of the key takeaways from this conversation is how Polestar approached sustainability—making it core to their brand identity rather than just a marketing message. Åsa shares that transparency is a fundamental value for Polestar, especially in an industry that has historically hidden its environmental impact. We also dive into their decision to bring creative and media capabilities in-house, which has allowed for greater consistency, speed, and control over their brand expression across all 27 markets. Another fascinating aspect of our discussion explores how AI is being integrated into their marketing operations, from improving translation to maintaining brand tonality across markets. If you're interested in automotive marketing, sustainability branding, or building in-house creative capabilities, this episode is packed with valuable insights!Watch the video version of this podcast on Youtube ▶️: https://youtu.be/fSEW2Vl2Sf8  📚 Chapters:(00:00:00) - Intro 🎙️(00:03:02) - Åsa’s view on challenger brands in the EV space 🏆(00:04:29) - What is Polestar?(00:09:20) - Sustainability as a core brand value 📊(00:13:08) - Creative campaigns and testing approach 🎬(00:27:09) - Employer branding 🖨️(00:34:50) - Åsa’s commercial responsibilities 💼(00:37:03) - Lightning Round ⚡🖊️Mentioned in the show:Polestar’s Own CampaignArctic Circle cars campaignScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he's joined by Åsa Borg of Polestar in this episode.Find Rival online at www.wearerival.com & LinkedInFind Eric on LinkedInFind Åsa on LinkedIn.Say hi at [email protected], we’d love to hear from you. Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024