Polestar: New markets and consolidation of the location network

Polestar: New markets and consolidation of the location network

The Polestar electric car brand will enter nine new markets later this year, doubling its presence to 18 markets worldwide, and is also expected to double the number of brick-and-mortar locations worldwide to around 100 by the end of the year.

The company does not specify which countries Polestar intends to expand into in its press release, but the Swedes do go into more detail about their retail approach. According to this, the Polestar Spaces that have been set up in many places to date - typically found in city centres - will be joined by so-called "Polestar Destinations". The company intends to set up these at larger, easily accessible locations outside the city. While both types of facility are intended to introduce customers to the vehicles and arrange test drives (configuration and purchase are carried out independently and purely online), the "Polestar Destinations" will also handle vehicle handovers to end consumers in future.

"We are expanding extremely rapidly both in markets where we already have a presence and in new markets. For a brand that has only been operating for just over twelve months, this kind of footprint is unprecedented," expressed Thomas Ingenlath, CEO of Polestar. "Our goal is to continue to grow and enter new markets at a similar rate in 2022." He added that the new "Destinations"" concept is a particularly good fit for some of the newer markets.

The brand's physical presence is expected to grow to the aforementioned 100 or so locations worldwide, though that number also includes some temporary pop-up locations. In addition, Polestar is aiming to have around 60 more test drive locations up and running worldwide by the end of the year, as well as expanding the number of service points from 650 to 780.