Blog

  • XPeng chooses Magna to launch European production of electric vehicles

    XPeng chooses Magna to launch European production of electric vehicles

    Chinese manufacturer XPeng is taking a decisive step in its expansion strategy. Thanks to an unprecedented agreement, its electric SUVs will soon be assembled in Europe by Magna Steyr in Graz, Austria. This marks a turning point for the brand, and reflects a wider trend towards localising Chinese production to avoid heavy taxes in the European Union.

    XPeng G9 electric SUV produced in Europe for the European market
    The XPeng G9 electric SUV will be manufactured at the Magna Steyr plant in Austria.

    A strategic partnership in Austria

    Magna, a Canadian subsidiary with over 300 production sites worldwide, has been chosen to manufacture the G6 and G9. These models, already sold on the continent, will now come directly from the Austrian factory. According to XPeng, this decision represents a first step towards a sustainable commitment in Europe, while accelerating its conquest of the market.

    Getting around European surcharges

    The European Union imposes high taxes on vehicles imported from China, reaching 31% for XPeng. By localising its production, the company is considerably reducing these costs, while at the same time gaining greater responsiveness to local demand. This strategy is part of a wider movement: several Chinese manufacturers, including BYD, Chery and Leapmotor, have already announced similar projects on European soil.

    Magna Steyr factory in Austria producing the XPeng G9 electric SUV
    The Magna Steyr plant in Graz is now assembling the XPeng G9 electric SUV for the European market.

    GAC and other players are following suit

    XPeng is not the only company to benefit from Magna’s expertise. Chinese manufacturer GAC, with its Aion brand, has also entrusted the assembly of its electric models to the Graz plant. Recently presented in Munich, this brand plans to start sales in Poland, Portugal and Finland, before expanding across the continent by 2028.

    A new lease of life for Magna Steyr

    For Magna Steyr, this contract comes at just the right time. The Austrian plant had lost several major programmes, notably with BMW and Jaguar. The arrival of XPeng and GAC has given a significant boost to this historic site, already renowned for its production of the Mercedes G-Class. This momentum illustrates the determination of Chinese carmakers to integrate rapidly and sustainably into the European automotive landscape.

  • “From audit to charging stations: supporting electric mobility from A to Z” E-Mobility Expert

    “From audit to charging stations: supporting electric mobility from A to Z” E-Mobility Expert

    Interview with Jean-Luc Coupez and Daniel Kovacs, founders of E-Mobility Expert

    Created in 2021, E-Mobility Expert is a consultancy dedicated to electromobility. Its ambition is to guide companies through the transition, from CSR analysis to the practical deployment of charging stations and sustainable mobility solutions. Meet its two passionate directors: Jean-Luc Coupez, founder, and Daniel Kovacs, associate general manager.

    Credit: Eva Pellerin

    Can you introduce yourself in a few words?
    Jean-Luc Coupez: I’m the founder of E-Mobility Expert, a consultancy specialising in the world of electric mobility. After more than 15 years in the electric mobility sector, I wanted to continue to contribute by embarking on this new adventure after my retirement.

    Daniel Kovacs: I’m a consultant in electromobility and recharging infrastructures. One year later, I joined Jean-Luc with the desire to bring a global and agile vision.

    How did the E-Mobility Expert adventure come about?
    Jean-Luc Coupez: I launched the company in 2021, with the idea of broadening the technical approach to include a CSR and sustainable development dimension. The partnership with the Auddicé group enabled us to bring in this expertise.

    Daniel Kovacs: For me, it was an opportunity to move from a large group to a more flexible structure, while retaining a real sense of rigour. Three years on, the gamble has paid off: we have the responsiveness of a small team and the solidity of a group.

    What sets you apart in the market?
    JL.C: Experience. I took part in the first interministerial working groups that led to the European Type 2 standard, and then to the Combo CCS for fast recharging.

    Our expertise covers both the technical side – developing, installing and upgrading bollards – and the regulatory side – helping foreign manufacturers to comply with French regulations.

    Why did you join the Auddicé group?
    JL.C: Because it allows us to offer comprehensive support. With Auddicé, we carry out carbon audits, travel plans, analysis of usage… right through to implementation and training. We are currently the only company in France that can follow a company from A to Z.

    Credit: Eva Pellerin

    The demonstrator: all recharging solutions combined

    You’ve installed a demonstrator on your site. What does it involve?
    D.K: We’ve transformed our car park (30 spaces) into a showcase for recharging solutions:

    • Slow charging points for daily charging
    • Normal terminals (7 to 22 kW) for half a day
    • Fast charging points (25 kW) for recharging in two hours

    In all, 14 terminals – more than enough to showcase the full range of technologies. It’s unique in France.

    JL.C.: We’ve also worked on education: explanatory panels, QR codes, fun training courses like our “charging stations aperitif”, which raises awareness of good usage practices.

    How do your customers react to this demonstrator?
    D.K: With surprise and curiosity. Few have seen so many solutions grouped together in one place. It triggers discussions, ideas and often projects. As for our staff, they have taken to the tool perfectly.

    Did you also think about cycling?
    D.K : Absolutely. Low-carbon mobility starts with walking and cycling. We have created a garage equipped for electric bikes, with recharging points and a repair workshop, as well as an inflation station, open to all employees.

    “Electric vehicles will undoubtedly be a bridge to other technologies such as hydrogen or new generations of batteries.

    Showcasing electric mobility for all uses

    What user profiles are you targeting?
    D.K: Company employees, visitors and customers, but also staff from other agencies. The idea is to show a variety of uses, with several makes of kiosk and several real-life scenarios.

    What do you see as the main obstacles to the electrification of fleets?
    D.K: The first is range. Employees are worried:“Will I make it through the day?” The answer depends on the right choice of vehicle and battery. Then there are the issues of recharging: on site, when out and about, and at home.

    JL.C : On the business side, the challenge is also to correctly size the infrastructure: number of terminals, power, possible integration of photovoltaics or storage, software control… All this needs to be optimised.

    How do you see electric mobility evolving in the future?
    D.K.: We’re at a turning point. Batteries will become faster to recharge, rather than more autonomous. Induction will develop, as it has for telephones. And electric vehicles will serve as a bridge to other technologies such as hydrogen.

    JL.C : Our role will be to help companies make the right choices, because once a solution is adopted, it’s a long-term commitment. We help them compare costs, take advantage of subsidies and build tailor-made solutions.

  • Rimac swaps hypercars for solid state batteries?

    Rimac swaps hypercars for solid state batteries?

    Rimac, known for its electric hypercars, has just unveiled a new solid battery and ultra-powerful electric axles. The idea? To become a major technological player in the electric car industry.

    Since its creation in 2009 by the young Croatian engineer Mate Rimac, the brand of the same name has rapidly established itself as a key player in the world of electric sports cars. With the Concept One and its 1,200bhp, followed later by the Nevera, which flirts with 2,000bhp, Rimac has made its mark and proved that electrification doesn’t close the door on thrills. The problem? Making a profit selling hypercars isn’t the easiest thing in the world! So the idea of its founder is to add another string to Rimac’s bow by becoming a technology supplier for other manufacturers, using its cars as a showcase.

    Very promising solid state batteries

    This autumn, the manufacturer has announced a new solid-state battery. Developed in partnership with ProLogium and Mitsubishi Chemical Group, it has a capacity of 100 kWh and an energy density of around 260 Wh/kg. That’s not bad, but it’s even better when you consider Rimac’s promise of a recharge time of 10-80% in less than seven minutes.

    rimac solid batteries electric hypercars
    Credit: Rimac

    And this is not just a concept or a manifesto, but a presentation ahead of the commercial launch in 2027. While solid batteries are still relatively rare on the market, if Rimac meets the deadline, it will be one of the pioneers in this segment. This is a strategic positioning, since solid batteries are more compact and therefore offer greater range for the same weight as lithium-ion batteries. For many observers, solid batteries represent the future of the electric car.

    A major commercial power?

    In addition to its future solid-state batteries, Rimac also presented its new generation of electric axles called Sinteg 300 and 550. These are engineering monsters that can deliver up to 11,000 Nm of torque to the wheels. It’s totally insane, and once again, it could convince many manufacturers, especially those looking for high performance, to choose the Croatian manufacturer.

    motors electric cars hypercars supercars rimac
    Credit: Rimac

    Starting out by producing spectacular hypercars and making a name for himself in the sun, Mate Rimac, like a good engineer, has decided to use the fame he has gained from his cars to start designing parts, starting with batteries, axles and engines. It’s certainly more profitable than selling fifty Nevera…

  • SERES Power plans to flood Europe with range extenders

    SERES Power plans to flood Europe with range extenders

    Founded in 2016, SERES has, in just a few years, established itself as a leading player in electromobility. First through its commercial success as a manufacturer under the AITO name, then through a strategic partnership with Huawei. Today, SERES is setting its sights on Europe, presenting its ultra-efficient ‘Super Range-Extender’ system at the IAA Mobility trade fair in Munich.

    The story of SERES is a good illustration of the extent to which the Chinese automotive industry has been able to reinvent itself at breakneck speed. Founded in 2016 as an electric mobility brand in the global sense of the term, the company has found a major partner: the giant Huawei. It was with the flagship of Chinese tech that SERES developed AITO, a local manufacturer that enjoyed almost immediate success (750,000 cars sold in its first four years of existence – that’s amazing) thanks to its high-end positioning, which has since been fully acquired by Huawei in 2023. Relations are still very good between all these companies, which are now cohabiting in the same universe, linked by partnerships.

    SERES, long-term autonomy and vision

    Today, SERES, through its SERES Power branch, focuses mainly on the design and manufacture of electric motors, in particular for the famous extended-range electric vehicles (EREVs) that are a big hit in China. These cars use small combustion engines, powered by petrol, which, instead of driving the wheels, act as generators to recharge the batteries. SERES was at the IAA Mobility trade fair in Munich to present a new development in these systems.

    The ‘Super Range-Extender System’, whose name sounds like something out of a Marvel film, uses in-house RoboREX technology. According to SERES, its active energy management enables it to reduce fuel consumption by 15%, cut noise by 90% and deliver a spectacular output of 3.65 kWh per litre of fuel. All this with a maximum energy efficiency of almost 45%, when most current petrol engines struggle to exceed 35%.

    prolongateur économie voiture chinoise SERES
    Credit: Seres

    This presentation in Europe is not insignificant. EREVs are not yet very popular on our side of the world, but this seems to be mainly due to lack of recognition, the rarity of models and the absence of this type of vehicle in the catalogues of European manufacturers. With some 3,900 patents to its name and 132% growth over the last year, SERES is determined to change the situation and add new industrial partners to its already impressive portfolio. It’s a story to keep an eye on, because at a time when the European electromobility market is in the throes of transition, when the vagueness surrounding the ban on 100% internal combustion is persistent, when the installation of recharging stations is still too sporadic and, above all, when range is the most persistent factor in motorists’ hesitation to switch to electric vehicles, range extenders are emerging as a very interesting solution.

  • Plug-in hybrids: a technology under pressure but still under debate

    Plug-in hybrids: a technology under pressure but still under debate

    Plug-in hybrids, long touted as the ideal gateway to electric mobility, are once again under fire. A recent study by the NGO Transport & Environment (T&E) claims that they emit on average five times more CO2 than official tests claim. All the more reason to reopen an already lively debate about these vehicles, which are so popular with company fleets.

    Plug-in hybrid car on the road in Europe, the subject of debate over its real CO2 emissions
    Plug-in hybrids are at the centre of criticism over its real CO2 emissions.

    Some disturbing figures

    According to T&E, analysis of 127,000 vehicles registered in 2023 reveals actual emissions of 139 g/km, compared with just 28 g/km on paper. The discrepancy stems from the calculation of the WLTP standard, which assumes that PHEVs are driven 80% of the time in electric mode. In practice, this figure drops to 26%. As a result, the combustion engine is used much more often than expected.

    Criticism but also nuances

    The NGO denounces a greenwashing strategy and calls on Brussels to correct the rules from 2025. The car industry, on the other hand, is defending PHEVs as an essential transitional solution. For Christophe Périllat, head of Valeo, these models remain useful until the electric market is fully mature. In his view, increasing the electric range of hybrids to 100 km would already cover most everyday journeys.

    A political battle ahead

    It’s not just a technical issue. Carmakers want to make the targets for 2035, the date set for the end of combustion engines, more flexible. Brussels will have to make a decision at the strategic dialogue on 12 September. Discussions between NGOs, manufacturers and the European Commission are likely to be tense.

    Towards other alternatives?

    At the same time, a number of players are exploring the use of range extenders, which are already popular in China. This technology, which recharges the battery via a small internal combustion engine, could represent a compromise. However, there are still too many risks associated with the use of combustion engines.

    The controversy surrounding PHEVs illustrates the challenges of the transition. While their limitations are now clear, pure electrics remain the most credible option in the long term.

  • Togg conquering Europe!

    Togg conquering Europe!

    Young Turkish manufacturer Togg took advantage of the IAA Mobility 2025 show in Munich to announce its imminent arrival on the European market, starting with Germany. As the spearhead of Turkey’s industrial revival, Togg is aiming to win enough market share to first become profitable and then expand on a large scale.

    Turkey is doing its utmost to achieve a balanced trade balance. Still too dependent on imports despite its strong agriculture and status as a major industrial hub, the country has set itself the task of continuing to develop this second point. So, in 2019, the government unveiled the start-up Togg, an acronym for “Türkiye’nin Otomobili Girişim Grubu“, Turkey’s first national manufacturer. A small revolution that will enter its second phase in 2025: internationalisation.

    Germany as a gateway for Togg

    At the IAA Mobility show in Munich, Togg announced the imminent arrival in Germany of its two 100% electric models: the T10X SUV and the T10F saloon, whose design, inspired by BMW’s lines, could appeal to German customers who are already well used to them. And it’s in the locals’ interest to like them, because Togg’s development, and even survival, depend on it. According to Reuters, the manufacturer needs around 200,000 sales a year to reach profitability. Its domestic market, despite respectable results with 30,000 units sold in 2024, will not be enough to ensure Togg’s long-term growth. Germany is therefore de facto the priority market for the young manufacturer, providing both a potential springboard and a gateway to the rest of Europe.

    Togg T10F Turkish electric car manufacturer
    The T10F saloon. Credit: Togg

    But Togg didn’t just announce its arrival in Germany. The manufacturer has also sprung a surprise by tackling another field that is becoming increasingly essential: artificial intelligence. Can.ai, its in-house AI platform, has been developed in partnership with Microsoft Turkey, from whom it borrows the Azure cloud, and incorporates technologies from OpenAI, from whom ChatGPT is derived. While it responds to voice commands, as is the case in almost all new vehicles, this virtual assistant “makes predictions and acts proactively in the best interests of users“, as Togg puts it. This ‘hands-free’ support is summed up by the name of its interface, ‘ZeroTouchUI’.

    can.ai artificial intelligence togg electric car
    The Can.ai platform presented at the 2025 Munich Motor Show. Credit: Togg

    It now remains to be seen what practical applications this artificial intelligence will have in driving, but on paper, and on test at the Toog stand in Munich, it looked promising. And that’s at least what it will take to stand out in an already crowded German market. While the Togg vehicles offer a classic design that has proved its worth, a decent range – 500 and 600 km respectively for the T10X and T10F – and this new AI assistant that promises to be revolutionary, they should be priced at between €45,000 and €50,000, putting them up against the Audi Q4 e-Tron and BMW iX2, among others… We’ll have to hang on!

  • The Rise of Electric Vehicles in the United States: Market, Models, and Innovations

    The Rise of Electric Vehicles in the United States: Market, Models, and Innovations

    It is a sweltering summer afternoon in Detroit when Ford engineers are secretly getting ready what is described by the executives as the company’s “Model T moment.” Their assignment is neither to assemble another vehicle, but to redefine an entire industry. With an electric pickup truck costing around $30,000 on the cards and billions in fresh investment, Ford is counting on affordability and scale to drag the EV from the sidelines of invention into the very heart of American living, marking a pivotal step in the US EV market.

    Ford electric pickup truck 2025 affordable EV model
    Ford aims to produce an affordable mid-sized electric pickup around $30,000, marking a turning point in the US EV market.

    They’re not alone. From Silicon Valley start-ups to Japanese icons, the game to conquer America’s EV market is on. It’s a challenge powered by technology, demand from consumers, and government encouragement—and it is changing the way Americans think about getting behind the wheel.

    A Market in Motion

    The U.S. market for electrified and electric vehicles is solidly underway—no longer experimental:

    According to Autos Innovate, in Q1 2025 EVs—including BEVs, PHEVs, and fuel-cell electric vehicles—accounted for 9.6% of new light-duty vehicle sales. That’s down from 10.9% in Q4 2024, yet still reflects a 0.3 percentage-point gain year-over-year. Meanwhile, overall light-duty sales rose 6%, and EV volume grew by about 9% (~30,500 vehicles) compared to Q1 2024.

    This change in powertrain mix shows the way the dominance of the ICE market is gradually being replaced by several forms of electrified mobility.

    The Drive to Affordability

    For years, the biggest obstacle to EV adoption was cost. Now, car manufacturers are getting serious about reducing prices:

    • Ford aims to produce a mid-sized electric pickup around $30,000 by bringing back the Model T spirit through affordability (as reported by Vox and Investors).
    • New entrants like Michigan-based Slate Auto are constructing modularity-based electric trucks whose base prices will come in under $27,500—again flipping the script on availability.
    Tesla charging station with solar roof in Las Vegas, Nevada, USA, October 10, 2021.
    Tesla charging station in Las Vegas, a key part of the growing US EV market infrastructure.

    Power, Luxury, and Performance

    Affordability isn’t the only story. At the luxury end:

    Lucid Motors is getting ready to debut the Lucid Gravity, an electric SUV positioned as a high-performance vehicle statement—good for about 828 hp, powered by a 123 kWh battery, and offering 450 miles of range.

    Tesla, though still dominant, encounters tougher competition as incumbents such as Ford, GM, and Hyundai—and an increasingly vibrant startup ecosystem—are stepping up their EV initiatives.

    Model-Level Highlights
    (U.S. Top Sellers H1 2025)

    ModelSales (first half of 2025, United States)
    TESLA MODEL Y• Q1 2025: Approximately 64,051 units sold 
    • Q2 2025: Estimated 90,949 units sold 
    • Total H1 Estimate: ~155,000 units
    TESLA MODEL 3• Q1 2025: Around 52,520 units
    (Q2H1 figures not separately disclosed, but Model Y maintained strong dominance in H1 overall.)
    CHEVROLET EQUINOX EV• Q1 2025: 10,329 units sold in the U.S. 
    • Q2 2025: 17,420 units sold 
    • Total H1: ~27,749 units
    FORD MUSTANG MACH-E• Q1 2025: 11,607 units sold 
    (No explicit Q2 data – total H1 likely slightly higher.)
    HONDA PROLOGUE• Q1 2025: 9,561 units
    HYUNDAI IONIQ 5• Q1 2025: 8,611 units sold
    FORD F-150 LIGHTNING• Q1 2025: 7,187 units sold
    BMW i4• Q1 2025: 7,125 units
    TESLA CYBERTRUCK• Q1 2025: 6,406 units sold
  • Skoda Vision O concept, an electric estate car in the land of SUVs

    Skoda Vision O concept, an electric estate car in the land of SUVs

    The IAA in Munich is an opportunity for Skoda to present its Vision O concept. A large electric estate car that will serve as the basis for future models from the Czech brand in the Volkswagen Group.

    The Volkswagen Group has decided to use this 2025 edition of the IAA Mobility show in Munich as a showcase for its future. After Audi’s Concept C, a veritable white paper on the design of future vehicles in the rings, it’s Skoda’s turn to present its manifesto, in the form of the Vision O concept. And, as with Audi, it’s not just another SUV! It’s an estate car (100% electric, of course), a category in which the Czech manufacturer has enjoyed a string of commercial successes, led by the Superb Combi and Octavia Combi.

    skoda vision O electric estate concept
    Credit: Skoda

    Practical, spacious and… elegant

    Skoda has revisited its design language, known as ‘Modern Solid ‘, which emphasises simplicity and a futuristic brutalism. The new front end features a full radiator grille, with headlamps and sensors forming the future visual signature of the brand’s models. The whole thing is 4.60 metres long and has a very slender silhouette for an estate car. It’s elegant.

    But this sharp styling doesn’t seem to prevent the Vision O estate from fulfilling its initial mission: making life easier for the driver, offering comfort for passengers and offering a voluminous boot. This is the case here, with Skoda announcing a capacity of 650 litres! That’s almost as much as the Skoda Superb Combi, the benchmark in the brand’s catalogue, which is almost 30 centimetres longer. And it’s 50 litres more than the current Octavia Combi for the same size. All-electric helps!

    skoda octavia electric
    Credit: Skoda

    Still inside, but this time in the passenger compartment, everything is simpler than in current models. Tech and minimalism are not necessarily the house style, but it works. The ‘Horizon Display’ extends across the entire dashboard, the lighting adapts to different times of day and a voice assistant called Laura, infused with artificial intelligence, keeps the car’s occupants company. There are two killer details: an integrated fridge and a portable loudspeaker. If that’s not a family car, we don’t know what is.

    Skoda octavia electric vision O interior
    Credit: Skoda

    See you in 5 years?

    A highly accomplished concept car, we could almost expect to see the Vision O or its production versions on our roads as early as next year. But that won’t be the case! Instead, it is part of the Skoda Strategy 2030 and, according to several observers, the manufacturer is waiting for the Volkswagen Group to finish developing its new platforms for electric cars before announcing the first vehicle adapted from the Vision O. And if we had to put a coin in, we’d bet on the first electric Octavia. What’s in it for us? Its dimensions and the ‘O’ in ‘Vision O’ give us a hint.

  • BMW IX3: the new SUV with solid arguments

    BMW IX3: the new SUV with solid arguments

    On Monday 8 September, Eco Motors News travelled to Bavaria for the opening of theIAA Mobility, the Munich International Motor Show. Among the show’s leading innovations, BMW unveiled its 100% electric SUV: the new BMW iX3, the cornerstone of the Neue Klasse electric platform.

    BMW iX3 2026 (Credit: BMW)
    BMW iX3 2026 (Credit: BMW)

    With its imposing but not restrictive size (4.78m long and 1.90m wide), the German brand has made the most of the interior space offered by this SUV. It is equipped with the all-new Panoramic iDrive, a 1.10-metre touchscreen display in the style of a windscreen with an 18-inch screen and a driver-centred interface. The steering wheel has also evolved and differs from that of its 2020 predecessor: an aerodynamic design that matches the cockpit atmosphere.

    The cabin is practical: there are three real seats in the rear, a spacious 520-litre boot (up to 1,750 litres with the seats folded down), and a 58-litre frunk.

    As an electric vehicle, BMW has reworked the IX3’s aerodynamics. And it works! With its twin engines (synchronous at the rear and asynchronous at the front), the iX3 delivers 463 bhp and 645 Nm: 0 to 100 kph in 4.9 seconds, top speed 210 kph. Not bad for this handsome baby weighing in at over 2,300 kg.

    BMW iX3 2026 (Credit: BMW)

    On the battery front, the IX3 is also very impressive. It inherits the new generation NMC battery, with a capacity of 108 kWh. This gives the car a range of 800 km. And if you thought such a powerful battery would take a long time to recharge, you’d be wrong! When charged, it is capable of handling up to 400 kW thanks to its 800 V architecture, which means that you can go from 10% to 80% battery power in just 21 minutes.

    With a carbon footprint 30% smaller than its predecessor, BMW is counting on this first Neue Klasse model to regain market share, particularly in Asia, and lay the foundations for the mobility of tomorrow, centred on the user experience, technology and the energy transition.

    BMW iX3 2026 (Credit: BMW)

    While production of the BMW iX3 begins in November 2025, you’ll have to wait until March 2026 to be able to buy it for around €70,000.

  • “Polestar 4 is the safest vehicle on the market” Stéphane Le Guével, CEO of Polestar France

    “Polestar 4 is the safest vehicle on the market” Stéphane Le Guével, CEO of Polestar France

    After a career with PSA and Stellantis, Stéphane Le Guével has taken over as head of Polestar France, a 100% electric Swedish brand that has made performance, design and technological innovation its cornerstones.

    ECO MOTORS NEWS had the chance to attend the presentation of the brand’s new spearhead, a saloon named Polestar 5, at the IAA Mobility show in Munich. The editorial team had the opportunity to ask Stéphane Le Guével, Polestar‘s Managing Director, to share with us his vision of the market, the manufacturer’s ambitions, and what drives him personally in this new era of the automobile.

    The Polestar 5, just presented at the Munich Motor Show.
    The Polestar 5, just presented at the Munich Motor Show. Credit: Polestar

    Who are you, Stéphane Le Guével?
    Stéphane Le Guével: I’ve been an automotive professional for almost 35 years. I spent most of my career with PSA and then Stellantis, managing brands in various countries. Today, I’m at the head of Polestar France, which we’ve just officially launched after several years of legal wrangling.

    portrait stephane le guevel polestar france
    Credit: Polestar

    What motivated you to join Polestar?
    Stéphane Le Guével: I wanted to turn over a new leaf. Polestar is a young brand, but it’s in line with all the major changes in the automotive industry: electrification, digitalisation, online sales and a new customer relationship. It brings together everything that makes up the future of the industry. It’s an exciting field for someone who wants to contribute to these transformations from the inside.

    Polestar has just arrived in France. Why now?
    Stéphane Le Guével: There was a legal dispute surrounding the logo, which prevented us from launching the brand earlier. As soon as this constraint was lifted, we decided to launch in France. The market is mature, the demand is there, and it’s my country, so I know the issues very well. It was a bit of a no-brainer for me to embark on this adventure.

    line up polestar 2025
    Credit: Polestar

    Polestar stands out for its positioning. How is it different?
    Stéphane Le Guével: There are three pillars that set us apart. Firstly, performance: Polestar comes from the racing world, like AMG for Mercedes or M for BMW. It’s in our DNA. Then there’s the design: sleek, Scandinavian, with a real eye for aesthetics. Lastly, technology: we were the first to integrate Google Automotive Services, and we are constantly innovating, as on the Polestar 4, which abandons the rear window in favour of a high-definition camera.

    “Polestar is a 100% electric global brand.”

    How has the brand been received by the French public?
    SLG: Excellent. Unlike other new entrants, Polestar is already well known throughout Europe. The brand was already well known. In France, there was an expectation. All that was needed was for customers to finally be able to order their cars.

    Is Polestar an environmentally committed brand?
    SLG: Absolutely. Our objective is ambitious: a climate-neutral car by 2030, and a climate-neutral company by 2040. It’s a total commitment, across the entire value chain: recycled materials, production using renewable energy, and annual publication of our progress. Transparency is a core value for us. And we invite our competitors to do the same.

    Is 100% online distribution enough?
    SLG: When we started out, we relied heavily on online sales. But customers want to see, touch and try things out. Today, we combine direct sales with a physical network of agents. Customers are invoiced by Polestar, but they can discover the cars in our ‘Spaces’, our showrooms, and have their cars serviced in the Volvo network. This is a real strength.

    Polestar 4
    Credit: Polestar

    Is France ready for electric cars?
    SLG: It’s making progress, but it’s not Norway yet. There’s a lot of confusion among consumers, particularly about range and cost. The real uses are not well known. People need education and clarity. That’s where the specialist media have an important role to play.

    “Polestar 4 is certainly the safest vehicle on the market.”

    How would you define Polestar’s mission?
    SLG: To speed up the transition to environmentally-friendly mobility without sacrificing driving pleasure. Performance is part of our identity. And thanks to Volvo’s heritage, our cars are among the safest on the market. You can enjoy clean driving.

    How do you personally feel at the wheel of a Polestar?
    SLG: I like the simplicity. It’s a bit like switching to the latest smartphone: sleek, fluid, with no unnecessary buttons. And behind all that simplicity, there’s 520 horsepower. It’s rare to find such a balance between design, comfort, safety and driving pleasure.