How Polestar is Taking on EV Giants in a $785Bn Market

Polestar isn’t just another electric‑car startup—it’s a design‑driven challenger taking on a $785Bn global EV market. In this episode, Åsa Borg, Chief Marketing & Commercial Officer of Polestar, explains how building an in‑house agency, embracing radical transparency, and balancing 60/40 brand‑vs‑performance spend helped the Scandinavian brand grow across 27 markets. From running a “Silence in a Loud World” Super Bowl spot to launching SUV models 3 and 4, Åsa details why focusing on sustainability is table stakes—yet never the only selling point. If you want to learn how to scale a purpose‑led brand without diluting its DNA, this is your playbook.

Om Podcasten

Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers? Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers. Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.