Volvo Cars is embarking on the tough task of launching a new brand, spinning off its Polestar performance line to sell high-performance electrified cars.

The move could force Volvo to make flashier cars than its current lineup of stylish but practical and safe vehicles. The new Polestar brand will compete in an emerging market that includes Tesla Inc. and BMW's i brand.

"The Volvo brand itself has a very, very good reputation, but it is a very practical reputation based on safety," said Rebecca Lindland, an executive analyst at Kelley Blue Book. "The Polestar name is emotional. In some ways you need to have this kind of separation."

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