Just like Tesla, Polestar has announced that it will sell its cars in a non-traditional setting with the creation of the Polestar Space. The Polestar Space retail lab will be installed in major cities, next to other “innovative” brands, just like its Tesla rival.
“Polestar will be a fully digital brand, but a Polestar Space is where customers will be able to come into direct 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.”
The Polestar Space will have a minimalist theme where parts, like wheels and carbon-fiber sections will stand alone to exhibit their own unique design attributes. It will also feature paint colors and interior leather samples in a more unique way that you’d find in a traditional dealership.
“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 hopes to open 60 Polestar Space locations around the world by 2020.