Earlier this month, Polestar took center stage at the FAT International Ice Race in the Austrian Alps, unveiling its striking Arctic Circle collection—a bold tribute to the brand’s performance heritage.
Against a backdrop of snow-covered peaks and a frozen airstrip, 5,000 car enthusiasts gathered in Zell am See to witness a spectacular fusion of speed, style, and electric innovation.
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Polestar on Ice
From legendary Le Mans-winning Gulf-liveried machines to an eclectic mix of brightly coloured race cars, the FAT Ice Race has become a playground for automotive thrill-seekers. For Polestar, the event is about more than just competition—it’s about pure, unfiltered driving joy.
“The FAT Ice Race is the perfect fit for Polestar,” says Michael Manske, Head of PR & Communications. “Car culture, performance, and excitement are in our DNA.” This was evident in the Arctic Circle collection, with lifted suspensions, ice racing tires, and striking white-and-yellow liveries ensuring these one-off show cars left a lasting impression.
High-Speed Action & Racing Heritage
On the ice, Swedish racing legend Thed Björk and Olympic swimmer Sarah Sjöström took to the track for heart-pounding hot laps. “That was so much fun—when can I go again?” Sjöström exclaimed after her ride. For Björk, Polestar’s presence at the event was a full-circle moment. “I’ve been driving Polestars before they were even Polestars,” he recalls, referencing his early days in Volvo touring cars with Cyan Racing.
The Electric Garage: A Vision of the Future
Beyond the frozen track, Polestar’s Electric Garage brought a high-tech twist to the paddock. Designed in just months, this futuristic hub blended racing culture with cutting-edge technology, featuring racing simulators, bespoke helmet painting, and a striking elevated Polestar 5—set to become the brand’s most powerful car yet.
“More than just showcasing cars, the Electric Garage is about creating a movement,” says Dan Persson, Polestar’s Strategic Creative Director. “At an event filled with performance enthusiasts, classic car lovers, and pure driving passion, this was our chance to make a lasting impact.”
Mission accomplished.
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