Polestar’s new design chief, Maximilian Missoni Römers, has a clear vision for the Swedish electric carmaker: evolution, not revolution. Stepping into his role from Audi, where he led exterior design for 150 people, Römers now oversees a leaner team of 61 in Gothenburg.
This shift is more than just adjusting to a smaller workforce; it’s about embracing the unique challenges and opportunities that come with leading a brand still forging its identity in a rapidly evolving automotive landscape. While Audi draws on over a century of heritage, Polestar’s story began in 2017, leaving it less burdened by tradition but also needing to establish distinct design language quickly.
“With a manufacturer that has 100 years of heritage, you can always refer to elements of your DNA that are appreciated by the audience,” Römers observes. “Succeeding at a brand without that rich history is a harder challenge.”
This challenge is amplified by Polestar’s position as an EV-only brand navigating fluctuating electric car demand. The company has seen uneven sales growth and its share price has taken a hit, leading to a change in leadership focused on boosting sales rather than solely building brand awareness. Römers sees his experience navigating the complexities of the sprawling Volkswagen Group as invaluable in this context.
He emphasizes that at Polestar, “clarity is key” as they chart their design direction and define what makes them stand out from competitors like Volvo (with which Polestar shares some technology) and Audi. Despite being part of Geely, Polestar enjoys a considerable degree of autonomy. This independence allows Römers to refine the brand’s core values: design, performance, and sustainability—a trio he believes should guide every design decision moving forward.
The upcoming Polestar 5 super-saloon (which debuted in production form) serves as a showcase for performance capabilities, setting the stage for future designs like the delayed Polestar 7 compact SUV, Römers’ first car to be conceived from the ground up under his leadership. He hints at a more “horizontal” and dynamic aesthetic with lower profiles and sleeker lines, particularly for SUVs, aiming to differentiate Polestar visually and stylistically within a crowded market.
Römers steers clear of aggressive designs currently trending in the automotive world.
“The cars have to look super-attractive and should not scare people,” he explains. “There’s currently a trend where car makers are designing cars screaming out ‘I’m here’ and we don’t want that.”
Instead, Polestar’s design language will lean towards “progressive” — futuristic yet approachable, evocative without being intimidating. It’s a bold balancing act—conveying technological advancement while remaining aligned with the brand’s Swedish heritage of innovation tempered by restraint.
