Swedish electric performance brand Polestar has opened its first UK Space in the heart of London, although the timing could have been better with the UK’s second Covid lockdown looming on Thursday
The new showroom will be at the Westfield mall, which is Europe’s largest shopping centre, welcoming 31 million retail visitors annually, making Polestar’s new home a strategic choice.
In the modern retail environment, there will be Polestar specialists acting as brand ambassadors on a non-commission basis that will engage with and inform customers about the company and its products. Test drives can be conducted on-site, deliveries can be scheduled to home or office addresses and there is no stock held to try and persuade buyers away from their desired configuration.
Each Polestar Space is specifically designed to promote, not distract from, the product with a closely curated experience to truly reflect the design-led brand’s ethos. The Polestar vehicles on display take priority, lit with specially designed lightboxes to guarantee photographic studio-quality light without distracting shadows.
The new Polestar space has been perfectly studied to allow customers to have the best possible experience, according to Jonathan Goodman, Head of Polestar UK.
“Visitors will define how much they interact with the exhibits, and Polestar Specialists will tailor their experience to the customer’s exact needs, not the brand’s,” he said. “Once they have found the perfect specification, seamless digital interactivity places the vehicle in the customer’s app, ready to be ordered when it suits them.”
The Polestar 2 is available to order now, and it will have a starting price of £49,900 before government grant. The new vehicle promises to be quite interesting as it will offer a range of almost 300 miles and a 0 to 62 acceleration time close to 5 seconds.
Polestar, which is part of the same group that also owns Volvo, will have extraordinary safety features such as the ‘SPOC Block’ (Severe Partial Offset Crash), a deflective solid aluminium block housed on the bottom edge of the front firewall on either side of the car that will protect the battery during most road accidents. Also, it will offer a new Front Lower Load Path (FLLP), which is essential to protect the car and occupants during severely localized impacts, such as colliding head-on with a pole, for instance.
Now that the location is set, there is only one thing left to do. It is time to go check it out and test drive the Polestar 2.