Leading the charge: Scott Maynard

Scott Maynard has spent his career at the wheel of some of the world’s most prestigious automotive brands, with marques like Audi and Jaguar Land Rover adding depth to an already formidable resume.

But when Polestar Australia came calling a couple of years ago, it wasn't the sleek Scandinavian design, cutting-edge engineering or the electric performance that sealed the deal. It was the brand's sense of purpose.

"There’s a really lovely moral authenticity to Polestar," Maynard tells The CEO Magazine.

"It’s a brand that is unique compared to other automotive brands in that Polestar is not acting purely for commercial gain, but rather the pillars it prides itself on. That rings true to everyone that works in the brand here and in our global head office. I found that really quite refreshing."

A changing industry

Maynard, who now leads Polestar Australia as Managing Director, says timing also played a role in his decision. Electrification is dominating the automotive industry, reshaping everything from consumer expectations to design and performance.

"There is a concerted effort now to electrify the light vehicle fleet globally and specifically in Australia," he says. "Electric vehicles are increasing in share in the Australian market."

The shift feels practically inevitable these days. But when Maynard was just starting out in the industry, electric cars were on the same playing field as flying ones.

"I started out as a technician on the tools on a workshop floor in a bay servicing Toyotas," he recalls.

"The notion that an electric vehicle would be what it is today, sporting the kind of technology that it does and becoming such a natural part of the Australian automotive landscape was unthinkable then – unthinkable even 10 years ago."

Now, he’s helping to steer one of the brands most closely associated with the next phase of that change.

"The speed of change is incredibly exciting – I love it," Maynard says, lighting up. "Automotive is the best game in town."

Australia, Maynard explains, is one of the most open and competitive automotive markets in the world. Without a local car industry to protect, buyers here have access to an unusually wide range of new vehicles. But standing out in an environment like that demands more than speed.

"There are brands now that can build a car from conception to market availability as quickly as six months. If we wanted to, we could do that too – but Polestar still builds full-size clays," he says.

"Polestar still makes sure that every one of its cars looks amazing from every angle, under every kind of light and will look that amazing for the next 20 years."

This slower, more considerate pace is part of the brand’s distinction. While much of the industry is moving faster, Polestar is holding on to aspects of traditional automotive craftsmanship that Maynard believes still matter.

"Polestar still prides itself in developing its ride and handling, not from computer modeling or simulated scenarios but from having well-qualified people in the driver’s seat of our cars in development rigs, on racetracks and on public roads," he says.

Performance without compromise

The result is a vehicle that brings together performance, luxury, innovative technology and sustainability in a way that feels relevant to modern buyers. It’s also become less about excess.

"Premium is becoming less tradition, less old world and less woodgrain," he says. "Premium now supports technology – but only technology that is seamlessly integrated and easy to use. Premium values designs that last. It’s less about lavishness and more about scaling back."

This thinking is visible in Polestar’s undeniable Scandinavian design, which Maynard describes as minimalistic, clean and uncluttered. In an EV market, where aerodynamic efficiency is pushing many vehicles toward a cookie-cutter silhouette, Polestar’s design discipline is central to its edge.

"Our designs sport clean lines, classic looks, high-quality materials and fabrics and uncluttered interiors," he says. "It stands apart from the traditional luxury look that has become standard for many other European brands."

When EVs first entered the mainstream, they were considered by many as a compromise – on design, efficiency and drive.

"We’ve had a bit of fun evolving those early perceptions and changing the way people think about cars," he says.

At Polestar, electrification hasn’t diminished the driving experience at all – in fact, it’s done the opposite.

"I have a Polestar 3, which is a performance SUV, and it’s practical enough that I can throw my mountain bike in the back on the weekends but it also rides on air suspension, so it’s incredibly comfortable. It’s extraordinarily fast and fun to drive," he says.

"I enjoy a performance car," he says. "I’ve spent a bit of time in race cars, so to have something that handles and drives this well, but is also practical, is the perfect choice."

Polestar EVs match or exceed internal combustion engine (ICE) driving dynamics through a combination of ultra-low center of gravity, instantaneous motor torque and highly tuned software. Over-the-air software updates allow new capabilities to be added long after delivery, while continually improving battery technology has eased concerns around range.

"We're now building cars that have significantly more range, which means in most instances your car will outperform your bladder," he laughs.

Trust in every detail

Maynard is quick to note that technology, however, only works if it simplifies rather than overwhelms. Polestar’s Google native ecosystem has been designed to feel increasingly intuitive.

"The main screen has tiles on it that adapt over time to the user’s profile," he explains. "If there are particular features that are regularly called up, then they’ll rise to the top over time."

This commitment to creating a refined user experience extends beyond the interface. The Bowers & Wilkins sound system in the Polestar 3 includes 28 speakers across the cabin and a recent update introduced an Abbey Road function designed to recreate the studio conditions of the famous London recording studio.

As vehicles become more connected, Polestar has also placed greater emphasis on data privacy, giving drivers control over the information their vehicle collects and shares.

"It’s part of an assurance from Polestar to its drivers that it’s not transmitting data unnecessarily, it’s not holding data it’s not entitled to, and it’s not being monitored or controlled externally in any way," he confirms.

"The need to be able to trust that your car is only drawing the data it needs to keep you safe and offer the kind of features required to complete the journey – and have a bit of fun along the way – is really important."

Trust is central to Polestar’s sustainability strategy. Maynard says many brands do enough to market environmental credentials, but Polestar aims to go further by backing its claims with evidence.

"If you make claims as bold as the claims Polestar makes, then you’re going to come under scrutiny for it," Maynard says.

"So Polestar works really hard to make sure it can back up every one of the claims that it makes. It’s important because the people who buy our products trust that what we say is true."

This transparency extends from life cycle assessments and supply chain traceability through to the company’s Polestar Zero project, which aims to produce a genuinely climate-neutral vehicle by bringing together suppliers to reduce emissions across the entire manufacturing process.

"This initiative is improving the entire industry because of our work with tire and electrical suppliers all the way to key components – we all have to come together to build the car," he says.

Driving the next generation

Five years ago, today’s automotive landscape seemed unlikely. Five years from now, it will almost certainly look different again. And that’s exactly what makes this industry so compelling to Maynard.

"It's great to have a role at the crest of this vehicle-electrification wave and exert influence over it – it’s super exciting," he says.

Looking ahead, Maynard isn’t interested in chasing trends. Instead, he’s focused on Polestar’s commitment to shaping what premium means to the next generation of drivers – considered design, meaningful innovation, sustainability and genuine trust. That ambition extends well beyond the next model release.

"Polestar offers a level of premium luxury that involves its people and rewards its owners," he concludes.