Leading automotive brand Polestar offers art lovers the option of paying for their Halo Car with works of art in their possession. “The car is handmade and tangible, just like a work of art,” says Thomas Ingenlath, CEO of Polestar.
Within the automotive industry, Polestar doesn’t just push the boundaries of design, engineering and technology. The Swedish manufacturer of high-performance electric cars is also distinguished by its unique branding and marketing strategy. The unprecedented Art for Art campaign proves this wonderfully, giving potential buyers the opportunity to pay for the Polestar 1 (from 158,500 euros) with art. “The Polestar 1 car series is entering its final year of production,” says Nils Rylén, Head of Marketing at Polestar. “That’s why, in April, we unveiled a special version at the Shanghai International Automobile Industry Exhibition.”
“This car is a true work of art, designed with passion and handcrafted,” emphasizes Nils Rylén. “Its matte gold exterior, with matching gold stitching on the interior, makes it truly unique.” Polestar will not build more than 25 units of this special edition. A few are eligible for the Art for Art initiative, as are the classic versions of the Polestar 1. The cars in this series will soon become real collector’s items. “A well-known Canadian automotive journalist described it very well: in 20 years, the Polestar 1 will be seen as the top-of-the-line hybrid that really helped start the transition from combustion engines to electric mobility.”
The car is a true work of art, designed with passion and handcrafted.
A famous artistic advisor
Those who want to buy the car with artwork can submit pictures and information about their parts online. Paintings, sculptures, photographs and installations will all be taken into consideration. Renowned artistic advisor Theodor Dalenson – who has served on the board of the Moderna Museet in Stockholm as well as the Guggenheim Museum and Foundation, among others – will assess the works offered in collaboration with Polestar.
Over time, many important artistic transactions have taken place outside of the traditional art market. “For centuries, the art trade has been done mainly between artists and patrons,” explains Theodor Dalenson. “Painters like Picasso traded sketches for restaurant meals.” Polestar’s initiative, ultimately, is a natural extension of this tradition of using art as a means of payment for the purchase of valuables.
If the works of art are deemed relevant, they are subject to an external appraisal by Sotheby’s or Phillips, the two largest auction houses in the world. “The intention is then to sell these works through these auction houses, or dealers representing the artists,” explains Nils Rylén. Auction houses operate completely independently. “They use the same procedures as for other transactions, and verify the value of works of art as well as their authenticity.”
I like the idea of artists and collectors paying for a Polestar 1 with art.
“Auction houses are involved in this process because they find Polestar’s approach exciting and revolutionary,” explains Nils Rylén. A world first, so to speak. “I like the idea of artists and collectors buying a Polestar 1 with art,” concludes Thomas Ingenlath, CEO of Polestar. “The car is made by hand, it is precious and tangible, just like a work of art. We think this is a unique way to put it in the spotlight before production ends this fall. ”
Polestar’s Art for Art initiative runs until August 15, 2021. Submissions are made through polestar.com/art/