In these challenging times, we’ve seen car manufacturers adopt all sorts of marketing and sales methods; not just to boost sales but also to stay relevant but Polestar being Polestar, has other ideas.
The Swedish automaker has announced that it will be accepting art as an alternative method of buying its halo performance electric car, the Polestar 1, with a price tag of approximately RM776,734.
Polestar CEO, Thomas Ingenlath said, “I love the idea of letting artists and collectors buy a Polestar 1 with art. It is such a special car and we wanted to find a unique way of celebrating it before its production ends this year. It is hand-made, precious and tangible, much like a piece of art.”
The company will consider all forms of art, including paintings, sculptures, photography, installations, and more. “Offers” will be evaluated by Theodor Dalenson, a leading private art advisor who will as Polestar’s advisor in this campaign.
If necessary, the art will undergo a valuation estimate by the two largest auction houses in the world, Sotheby’s and Philips.
No, these art pieces will not be displayed at the company’s headquarters in Gotherburg, Sweden because employees aren’t paid with hopes and dreams.
Instead, the company intends to sell the art after a period of ownership either via auctions or through dealers that represent the artists.
“Going back several hundred years in time, art trading mainly took place between artists and patrons. Painters like Picasso were known to trade sketches for restaurant meals. Polestar’s initiative is essentially a very natural extension of the tradition of art being used as payment for precious goods,” the company said.