Scott Maynard
MANAGING DIRECTOR
POLESTAR AUSTRALIA
Polestar's Scott Maynard on cracking Australia's brand loyalty, why car design is losing its soul, and what makes a media partnership actually shift perception.
Australia is one of the most brand-loyal car markets in the world, especially when it comes to legacy combustion brands. So how do you convince drivers to step into something new, fully electric, and distinctly Scandinavian?
For Scott Maynard, Managing Director of Polestar Australia, it starts with proving you belong. "Buyer loyalty is strongest here and so there are a couple of key things we need to be able to demonstrate: we have history. It's important to show that we know what we are doing and have been producing fine cars for a while. Polestar has been around since the 90s and has its DNA in motor racing, and this is important for customers considering a luxury purchase."
But heritage alone isn't enough. Scott points to sustainability as an increasingly important factor for luxury buyers. "Our sustainability credentials are increasingly important to discerning buyers that need to know that their purchase will have the smallest impact possible on the planet. Polestar is Europe's only fully electric car brand, and this, alongside our Scandinavian design, is well considered amongst members of our target market."
“There are fewer and fewer of these stories in the industry now, as design is computer-led and dictated by aero efficiency.”
With EV competition intensifying in Australia, the conversation often defaults to specs, range, and charging networks. Scott sees storytelling as the real differentiator. "There are some amazing stories about some of the inspiration behind the design of our cars. Influence like aviation in Polestar 3 that sees the D pillar likened to the tail plane of a DC3. There are fewer and fewer of these stories in the industry now, as design is computer-led and dictated by aero efficiency."
It's a sharp observation about where the automotive industry is heading. And it feeds directly into how Polestar positions itself on the showroom floor. "Our cars may look similar on a spec sheet, but they drive with character, they are kind to the environment, and they are built to last. There isn't a tick box on a spec sheet for that."
So how does a global brand with Scandinavian roots make its story feel genuinely Australian rather than imported from Europe? Scott says the local retailer network has been key. "Australian drivers have an appreciation for performance and buy performance cars in higher ratios than in other markets, so we are clear in how we do that well. With a local retailer network, we now have a true Australian identity, and that makes our strong story on sustainability easy to tell at a local level. When it comes to our design, Scandinavian design is a real point of difference and so we lean into our Nordic roots as it provides a welcome change and a real option from German premium cars."
“DMARGE can make the car ‘real’ for people, by providing a perspective on it that differs from a traditional road test, and this is particularly important with an electric vehicle.”
When it comes to working with publishers like DMARGE, Scott values partnerships that go beyond traditional media coverage. "Our cars are not just intended to get you from one place to another. They are a stylish representation and form part of a lifestyle, and this lifestyle is filled out by other important elements like how we travel, what we wear and how we live. It's written about in publications like DMARGE and this is where people come to be inspired."
Scott says the partnership has delivered genuine cut-through. "From the first time working with DMARGE, we feel that the team has effectively translated this feeling to such an engaged, well-positioned audience base." He points to DMARGE's ability to move the needle beyond curiosity. "DMARGE can make the car 'real' for people, by providing a perspective on it that differs from a traditional road test, and this is particularly important with an electric vehicle. DMARGE can bring a car to life and provide unique insights into what it's like to own and live with; we think this is one of the key points of difference."
