Volvo’s electric vehicle subsidiary Polestar says it will double its global presence by the end of 2021, expanding into 18 markets and doubling its retail locations that include Polestar “Spaces” as well as a new concept, Polestar Destinations.
Polestar, the Sino-Swedish automotive brand jointly owned by Volvo Car Group and its parent company, Chinese automotive company Geely, has snubbed “conventional showrooms” for new retailing models.
When Polestar launched its first Space in the UK last year, the company described the concept as “carefully designed, unique retail environments” where customers can “Get to know our cars at your own pace, right in the middle of town. No salespeople. No pressure.”
In addition to expanding its Spaces, Polestar will also introduce Destinations, to be located at larger, easy-to-access out-of-town locations which, in addition to providing the same experiential approach to for customers to experience the company’s brand, will also provide an opportunity for customers to take a test drive or receive a handover of their newly purchased vehicle.
Polestar will look to expand its number of retail environments to around 100 globally by year’s end, including several temporary pop-up locations.
“We are expanding both within markets in which we already have a presence and into new markets extremely rapidly,” said Thomas Ingenlath, Polestar CEO. “As a brand that has only been fully operational for just over 12 months, this sort of footprint is unprecedented.
“We aim to expand at a similar rate in terms of new markets in 2022 as well. This continued pace, combined with new retail concepts, will support our goal to exceed our owners’ expectations.”
Polestar is keen to advertise its digital sales model, which allows customers to explore, configure, and even purchase a car on a personal device like a phone or tablet, without the need to visit a physical location like a Space or Destination.
However, Polestar has promised to open around 60 additional test drive locations which will be in operation by the end of the year.
Joshua S. Hill is a Melbourne-based journalist who has been writing about climate change, clean technology, and electric vehicles for over 15 years. He has been reporting on electric vehicles and clean technologies for Renew Economy and The Driven since 2012. His preferred mode of transport is his feet.