[March 9, 2020]
Until the Porsche Taycan hit the streets, the Tesla Model S essentially had the full-size luxury EV market to itself. There have been other intenders, like the Lucid Air, the Faraday Future FF91, and if you count plug-in hybrids, the Fisker Karma, and its successor, the Karma Revero. None have come close to the success of the Model S. Although the Taycan will not sell in the same volume as the Model S, it has certainly captured the public’s imagination. Volvo’s premium EV division, Polestar, now throws its hat in the ring with the Precept concept.
With a 122-inch wheelbase, it’s clear the Precept is a size up from the Polestar 2’s 107.7-inch size. For comparison, the Model S has a 116.5-inch wheelbase.
Although the Precept is a concept, not necessarily a production-intent model, Polestar made it clear that the car is not a distant fantasy; it’s an embodiment of the brand’s direction for future models in terms of styling and features.
Since the Precept is fully electric, the traditional grille area is replaced by the "SmartZone," a cluster of sensors, including two RADAR sensors and a camera. A LiDAR sensor is mounted on the roof to provide data to the advanced assisted driving system. A front wing over the SmartZone aids aerodynamics.
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Conventional side mirrors are replaced by camera-based units with the image displayed on a digital screen. Likewise, the inside rearview mirror features a horizontal display, since the Precept doesn't have a traditional rear glass window. Japan and the European Union recently approved camera-based rearview mirrors on production models. It’s expected the U.S. will eventually follow suit.
The interior features sustainable materials, including Bcomp flax-based composites for the interior panels and seatbacks, seating surfaces made from recycled PET bottles, and carpets made from reclaimed fishing nets.
As with the Polestar 2, the HMI is Android-based, featuring a vertical 15-inch center touch screen. A 12.5-inch display faces the driver. An eye-tracking system customizes the content displayed to the driver and passenger.
The Polestar 2 is a real car. I’ve sat in it. And being a part of the Geely Group, which also owns Volvo, I don’t doubt that the company will be around for a while. But the Precept comes seven years after the Model S, and if a production version debuts, it will likely be in 2022, nearly a decade after the first full-size EV luxury sedan.
I don’t want to tell all other automakers to simply give up and cede the premium EV segment to Tesla, because the fact of the matter is that consumers benefit when companies compete. However, companies entering this premium electrified market need to be clear-headed about how much of a head start Tesla has, both in market share and mindshare, and consequently they should design their products accordingly.
(Images courtesy Polestar)
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