Volvo’s performance brand, Polestar, is all-set to redefine the way people purchase their new vehicles. But even before it rolls out it this innovative brand and retail concept, Polestar is opening its very first showroom based on traditional network of dealerships. Its new showrooms – to be called as Polestar Spaces – will have it first brick-and-mortar location in Oslo, Norway. The Polestar Space in Oslo will commence its operations in the middle of 2019.
Thomas Ingenlath, chief executive of Polestar, called Polestar Spaces as a vital part of the brand’s customer experience, as it serves as the location where the carmaker physically meets its customers. The new Polestar Space will be found on Ovre Slottsgate in downtown Oslo, as located in a prominent retail environment along with other progressive brand stores.
Actually, the performance brand’s choice of location didn’t come as a surprise. Oslo is the capital city of Norway, where people are more likely to buy an electric vehicle instead of a conventionally powered one. Ingenlath remarked that it is logical to start the Polestar Space story in Oslo, since Norway is considered one of the most important EV markets in the world.
The Polestar Space in Oslo will be just the first of a global network of retail stores for Polestar. By the middle of 2020, Volvo’s performance brand expects to have around 60 Polestar Spaces, all built on an innovative design concept that Polestar is currently under development. According to Polestar, This new design concept is currently being developed on its retail lab environment in Gothenburg, Sweden. Polestar said this new design concept will redefine the way customers interact with an automotive brand.
This new design concept entails a fully digital retail experience in which customers can research, configure as well as orders new cars without going physically into a brick-and-mortar. All customers need to do is get online.
Nonetheless, there will customers who would want to personally and physically check a new car before placing an order. They can do so by going into a Polestar Space, which will be manned by non-commissioned product experts instead of adamant sales personnel. These non-commissioned product experts will all focused on enhancing the customers’ brand experience while providing them with all information that goes along with the ownership process. In a Space, customers can also take a new Polestar car into a test drive. As Polestar explained, the Polestar Space offers an avant-garde environment that could take the pressure out of the retail process.