Polestar to double market presence in 2021
Polestar, the Swedish electric performance car brand, is set to continue its rapid global retail expansion to support the company’s ongoing growth.
Polestar is launching in 9 global markets, doubling the total number of markets to 18. The brand will also double its number of retail environments around the world by the end of the year.
The brand is adding to its proven Polestar Spaces retail approach, represented typically by city centre locations, by introducing a new concept, known as Polestar Destinations. Both will offer the same experiential approach for customers to immerse themselves in the Polestar brand and take a test drive. Destinations, located at larger, easy-to-access out-of-town locations, will also perform handovers to customers who decide to purchase.
“We are expanding both within markets in which we already have a presence and into new markets extremely rapidly. As a brand that has only been fully operational for just over 12 months, this sort of footprint is unprecedented,” says Thomas Ingenlath, Polestar CEO. “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.”
This growth will take the brand’s physical presence to around 100 retail environments globally including some temporary pop-up locations.
“We focus on ensuring that customers can interact with the brand and our cars on their terms. A refined online buying environment is backed-up by physical locations to help drive awareness and sales,” says Mike Whittington, Head of Sales at Polestar. “Our new Destination concept gives customers even more access to the brand, and fits some of our newer markets particularly well.”
The Polestar digital sales model enables customers to explore, configure and purchase a car on their personal device whenever and wherever they choose. There is no need to visit a Space, but around 60 additional test drive locations will be in operation by the end of 2021 to provide additional access to Polestar 2 vehicles.
After purchase, the physical connection to the brand continues into the service and maintenance phase. Currently, there are over 650 service points in Polestar markets, with plans to exceed 780 by the end of 2021.