Elite Traveler Summer 2022

LEADERS IN LUXURY

by Alexandra Cheney

MOTORING When words like less, more, smaller and greater are listed in concert, it’s easy to view them as contradictory. But vehicle manufacturers and their engineers classify these terms as development and reinvention targets. Less weight, more torque, smaller engines, greater range. The pragmatic drive to make something better has grown to include another pair of words that were, until recently, often seen as diametrically opposed: sustainability and luxury. Carmakers are increasingly eschewing lavish materials and pro fl igate processes, and instead looking to alternatives that showcase a new kind of quality. In the following pages, we explore how a handful of automobile brands navigate and reimagine the most important global challenge facing the industry — environmental e ffi ciency.

Fredrika Klarén Head of Sustainability, Polestar Unlike automakers that have been around for decades or even more than a century, Polestar’s newness has provided a kind of carte blanche for the brand. Fredrika Klarén, Polestar’s head of sustainability, spoke with Elite Traveler ’s Alexandra Cheney on what sustainability really means, the delicate balance between boring and brave, and rede fi ning luxury.

Along with design and technology, sustainability is one of the three core pillars of Polestar. What does that actually mean? A full 100% of the people working at Polestar are working in sustainability. We are a young company, and we have the luxury of fi guring out how we want to develop our sustainability work. We are steering away from how traditional manufacturers do everything in parallel and instead building a lean sustainability competence hub. How do you go about building that? Take how we look at cars — climate neutral mobility is incredibly important. Premium cars and premiummaterials used to be all about this thick, luxurious glossy material. We are making it more about innovative and sustainable materials, and fi guring out what has the most impact. We’re not afraid to take our time. We’re saying no to carbon