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.
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.
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.
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.
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.
