Polestar puts icing on Cake

Electric performance car brand Polestar and electric motorbike company Cake are strengthening a brand partnership in Europe.

The two young Swedish companies began collaborating in 2019 when the chief executives of both organisations recognised the shared brand values of their businesses.

Scandinavian design, electric powertrains and a new take on marketing, brand and retail are some of the key similarities. The two businesses also pride themselves on working with one of the world’s foremost shock absorber manufacturers, Öhlins.

Cake will collaborate with Polestar Spaces for events and customer interactions, affording both brands the chance to reach new audiences which recognise and appreciate their shared beliefs.

“Polestar feels connected to Cake, sharing both a belief in redefining performance and a passion for design. Our desire to create an electrified and emission-free future is a clear bridge between us,” Polestar chief executive Thomas Ingenlath says.

At numerous Polestar events in 2019, Cake provided its products as complementary showpieces.

In 2020, the relationship between the two brands will spread into upcoming Polestar Spaces in Europe.

“The motorcycle industry is undergoing a similar shift towards electrification as the car industry, and Cake is ahead of the curve,” Cake chief executive Stefan Ytterborn says.

Polestar is jointly owned by Volvo Car Group and Zhejiang Geely Holding.

The Polestar 2, its first fully electric, higher volume premium car, arrives in markets from mid-2020 with 300kW of power and 660Nm torque, all-wheel drive, a 78kWh battery pack and 470km range (WLTP) for the first year of production.

In 2020, Polestar released the Precept – a vision study vehicle designed to showcase the brand’s future vision in terms of sustainability, digital technology and design.

Polestar 3 will later join the portfolio as a fully electric performance SUV.