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Polestar opens first retail ‘Space’ in Westfield shopping centre

Time 11 months ago

Polestar has opened its first retail ‘Space’ in the UK.

The new site, called Polestar London and referred to as a ‘Space’, is located in London’s Westfield shopping centre.

According to the Swedish firm, the site demonstrates the brand’s retail concept and allows customers to make an initial enquiry through to choosing delivery of their car.


The Space will use Polestar specialists who will act as brand ambassadors on a non-commission basis.

They will ‘engage and inform’ customers about the company rather than actively sell, and offer a ‘hassle-free’ experience – something Polestar defines as a hallmark of the brand.

Test drives can be conducted on-site, deliveries can be scheduled to home or office addresses and Polestar says that as the Space holds no stock, ‘buyers won’t persuaded away from their desired configuration’.

Should a customer wish to order or reserve a car they can use the Polestar App or website, either at home or with the help of a Polestar specialist within the store.


Thomas Ingenlath, CEO of Polestar, said: ‘The Polestar Space in London has the perfect location, right at the heart of where people shop and relax.

‘For us, performance isn’t just about great driving dynamics, it is also about the experience customers have in choosing their perfect Polestar and the excitement of living with it every day.’

Polestar London is the first site to open and the firm intends to open 40 more Spaces globally by the end of the year.

Jonathan Goodman, head of Polestar UK, added: ‘With no salespeople and no vehicles on the forecourt, there is no hard sell, no requirement to shift stock and an entirely customer-focussed journey.

‘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.

‘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. We will put the fun back into buying a car!’

Polestar says each Space will become part of a ‘network’ and ‘foster a community’, hosting talks and exhibitions, from design and architecture to technology and automotive.

James Batchelor's avatar

James – or Batch as he’s known – started at Car Dealer in 2010, first as the work experience boy, eventually becoming editor in 2013. He worked for Auto Express as editor-at-large and was the face of Carbuyer’s YouTube reviews. In 2020, he went freelance and now writes for a number of national titles and contributes regularly to Car Dealer.

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