Dealership

Polestar Spaces Will Be As Slick As The Cars They'll Showcase

Volvo's offshoot will soon announce locations for its first showrooms.

Launching a new car brand isn't as simple as designing, engineering, and building the cars – as complex as those tasks are already. It also means getting them to customers. And to that end, Volvo's new offshoot is preparing to open a chain of Polestar Spaces.

More showroom than dealership, the Polestar Space will be a location where customers will be able to interact with the brand and check out the Swedish automaker's new line of electrified vehicles. Polestar is soon to announce where the first locations will be located, and is giving us this preview of the Spaces' design.

“Polestar will be a fully digital brand, but a Polestar Space is where customers will be able to come into direct contact with us,” said the brand's CEO Thomas Ingenlath. “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.”

First and foremost on display in the new showrooms, of course, will be the Polestar 1, which is as close to a coupe version of the S90 sedan and V90 wagon as we're likely to ever see. And more powerful, with a 600-horsepower plug-in hybrid powertrain.

Individual components like wheels and carbon-fiber elements will also be showcased, along with paint and leather upholstery samples. The automaker plans to open 60 of these Spaces around the world by the middle of 2020, with more to follow.

"A visit to a Polestar Space will be a very different experience to today’s typical car dealership," says Ingenlath. "Our customers will never feel pressure to sign a contract. Polestar is a multi-channel brand which is why it must be supported by a unique retail experience – one which embodies the Polestar philosophy in every way."

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