I'm not sure why you find the word so troubling. Polestar have been racing Volvos for a decade, and Volvo have been selling Polestar editions of their cars ver

I'm not sure why you find the word so troubling. Polestar have been racing Volvos for a decade, and Volvo have been selling Polestar editions of their cars very successfully. "Polestar" is essentially Volvo's performance branding, just like AMG for Mercedes and M for BMW. I personally like the V60 Polestar, it's a nice little 360hp wagon. I have a Polestar engine tune on my personal wagon. As for the word itself... Volvo is from the Nordics, and culturally the Pole Star is a significant and positive term: https://en.wikipedia.org/wiki/Pole_star https://en.wikipedia.org/wiki/Pole_star