Brand & corporate | 06.09.18
The location of the first Polestar Space retail environment will be confirmed soon and when it opens, the Polestar Space will bring a new approach to automotive retail. Instead of traditional car dealerships, Polestar Spaces will be environments where customers will be able to physically interact with the modern digital brand. Polestar Spaces will be opened in major metropolitan centres, typically in the company of other innovative brands.
Polestar is now creating the interior concept for Polestar Spaces, developing ideas in a new retail lab. The interior concept will reflect the same minimalist and uncompromising design as Polestar’s cars, and will be curated to show elements of the company’s design language, philosophy and brand experience in a manner similar to art installations. Components such as wheels and carbon-fibre sections will stand alone to exhibit their own unique design attributes. Material finishes including paint colours and interior leather samples will also be presented in a unique context.
“Polestar will be a fully digital brand, but a Polestar Space is where customers will be able to come into direct contact with us,” says Thomas Ingenlath, Chief Executive Officer at Polestar. “In a Polestar Space, they’ll meet and interact with a Polestar brand and product expert, see the engineering under the skin as well as be able to take a test drive.
“A visit to a Polestar Space will be a very different experience to today’s typical car dealership. We aim to surprise and delight our customers, removing the hassle that comes with traditional car ownership. As the customer will order the car online, they won’t experience hard-sell, commission-based salespeople in a Polestar Space. Our customers will never feel pressure to sign a contract. Polestar is a multi-channel brand which is why it must be supported by a unique retail experience – one which embodies the Polestar philosophy in every way.
“By the middle of 2020, we aim to have opened up to 60 Spaces around the world to support the key launch markets for the brand. As we progress, we will open Spaces in more locations to support our retail development, making the brand more accessible with the opening of each new Space,” concludes Thomas Ingenlath.
For images and other media information, visit media.polestar.com.
Polestar is the electric performance car brand jointly owned by Volvo Car Group and Zhejiang Geely Holding. Polestar enjoys specific technological and engineering synergies with Volvo Cars and benefits from significant economies of scale as a result. This facilitates the successful design, development and production of separately-branded, electric performance cars.
Polestar launched in 2017 with the Polestar 1 – a low-volume Electric Performance Hybrid GT with 600 hp, 1,000 Nm and an electric-only range of 150 km – the longest of any hybrid car in the world. In 2019, the Polestar 2 was revealed as the company’s first full electric, higher volume premium car designed to compete around the Tesla Model 3. In the future, Polestar 3 will join the portfolio as a fully electric performance SUV.
Polestar also applies its technology and expertise to electrified Volvo cars. The new Volvo S60, V60 and XC60 T8 Polestar Engineered models feature key Polestar components to create a sharper and more engaging driving experience. Polestar optimisation software upgrades are also available for Volvo models, which enhance six performance areas including engine output. Polestar Engineered media information can be found on the Volvo Cars media website.