Electric Polestar in Belgium: ‘four brand stores to fuel online sales’
At the Brussels Motor Show, Polestar’s COO, Jonathan Goodman, explains the new brand’s expansion plan. The Polestar 2, an electric saloon car with 470 km of range, will be sold exclusively online, but clients will be able to see the vehicle ‘live’ in Belgium’s four brand stores. Belgium is one of the six European countries chosen for the EU market launch.
Volvo’s recent sibling company, Polestar, will start to market its cars this year. While the Polestar 1 was a limited number special, it’s the Polestar 2 that will account for most sales. The 470-km-range fully electric car is based on Volvo’s CMA platforms, which it shares with the Volvo XC40 built in Belgium. “Polestar is to become the electric car spearhead of the group (Geely),” declares the company’s COO, Jonathan Goodman.
Four brand stores
“By establishing Polestar as a separate brand, we don’t have any issues with heritage, which is the problem many other carmakers encounter when they wonder how to sell EVs while still producing ICE cars,” explains the COO. Polestar will also opt for a different marketing approach. Indeed, the company will only sell cars online.
“However, people will continue to want to touch the product, I’m convinced of it,” adds Goodman. For that purpose, Polestar will open four brand stores in Belgium in Liège, Brussels, Ghent, and Antwerp. These 250 to 300 square meter halls won’t be dealerships and there won’t be any car salesman.
“No one will be paid by commission, there won’t be any stock. Our teams will just be there to help. The ambiance will be quite unique. With this way to present our cars, we can deal with two typical clients’ frustrations. They don’t want to be rushed to purchase like they are in conventional dealerships. And, they don’t want to queue at 8 a.m. for maintenance,” explains Jonathan Goodman.
‘Belgium is important’
The Polestar 2 will start at around 60.000 euros or 799 euros per month, and the first vehicles will be delivered this summer in Belgium. Of course, the brand’s success will depend on the growth of the EV market in Europe.
“We’ll see a change this year, for the speed of it, we’ll have to wait and see. Infrastructure sill needs to develop in Belgium, but with 470 km of range, it’s not really a hindrance. We think that Belgium will be an important market for us,” adds the COO.
The Polestar 2’s first market will be China, which is where the car is assembled. For Europe, Polestar has chosen to start with six counties: Sweden, Norway, Germany, the Netherlands, UK, and Belgium. The brand doesn’t disclose any Belgian sales forecast but, according to Mr. Goodman, “it’ll be more than a few hundred, there’s space for it.”