Polestar has unveiled its vision of the future, and it involves making an electric car look less like an electric car and more like something you’d actually want to put on your wall.

The Polestar Formula 2030, a concept designed to show us where Sweden’s favourite electric performance brand is heading as it attempts to grow the business and, crucially, make some money.

And it certainly looks the part.

Polestar’s design chief Philipp Römers says this is an evolution rather than a revolution, which is corporate-speak for “we’ve changed quite a lot, but we’d rather you didn’t notice the bits we’ve carried over”. The familiar Dual Blade headlights remain, but everything else gets a suitably futuristic makeover.

More importantly, this isn’t just a designer’s fever dream destined to spend the next decade gathering dust in a museum. Polestar says the Formula 2030 previews styling that will appear on the next Polestar 2, due in 2027, and the forthcoming Polestar 7.

That makes it rather more interesting.

Polestar desperately needs these cars to work. The company has spent years trying to establish itself as the cool, Scandinavian alternative to Tesla, BMW and everyone else piling into the electric-car gold rush. Looking good is one thing. Turning that good looks into sustainable profits is another.

Formula 2030, then, is effectively Polestar saying: this is what we want to be when we grow up.

The design certainly has attitude.

Now all Polestar needs is for the business underneath it to have some too.