In China, Polestar’s home market, the brand already has a sufficient number of stores and more are due to open towards the end of this year. Additionally, Polestar is represented with a couple of pop-up stores in North America. “Our pop-up store in New York, for example, which is close to Apple’s famous flagship store on Fifth Avenue, created a lot of online and social media buzz and contributed to the success of the launch,” said Matthias Schabetsberger, Senior Manager Fleet Europe at Polestar. Moreover, Polestar has opened stores in nine cities in Europe and aims to have a presence in more than 20 different European cities by the end of 2020. Over the next three to four months, Polestar will be announcing on which launch markets to target in 2021. Those expansion activities will depend on demand levels, subsidies and the associated market dynamics, but there is no doubt that European expansion makes sense, from a fleet point of view.
Rather than being huge glass showrooms displaying lots of variances and models, the Polestar customer Spaces focus on the vehicles themselves – both on the design of the cars and on the technical parts and the underlying engineering. “Polestar is a stand-alone brand, so you won’t find any of its products in the usual Volvo and Geely retail stores,” he added.
To provide other customer touchpoints, besides the Spaces Polestar has set up customer care centres in various European countries, staffed by specially trained and educated professionals to answer any questions customers may have about the products. “Importantly for fleet customers, our comprehensive service network ensures excellent coverage for fast and professional maintenance and services, right from day one,” he stated.