Polestar to be a Virtual Brand in Australia; 2021 Launch Possible
Image: Polestar
Volvo Cars Australia Managing Director Nick Connor confirms that Polestar will operate independently from Volvo when the brand launches here sometime in 2021. Connor told the Carsales network that “The Polestar plan is to sell directly, digitally, using Polestar spaces in what amounts to downtown locations. The cars will be serviced, maintained and supported by Volvo dealers”.
Reflecting the premium positioning of the brand, Polestar customers will not have to worry about taking their Polestar 2 to the dealership for service, with the brand planning to offer a pickup/dropoff service. Due to the COVID-19 pandemic, the worldwide release of the Polestar 2 has been delayed, meaning that the Australian introduction is unlikely before the fourth quarter of 2021.
Source: Carsales
Our Opinion: Any new brand entering Australia’s fiercely competitive premium sedan market has the difficult task of balancing extremely high customer expectations against business costs. If Polestar can provide a premium experience, streamlining the sales and servicing processes for its customers, it may gain market share from Tesla and other premium offerings. COVID-19 has also changed the nature of our downtown areas/central business districts, with so many people looking to work remotely-at least some of the time-for the foreseeable future. Will Polestar still look to create pop-up ‘spaces’, in cities in Australia, could that money be better spent on the delivery and aftersales experience for customers?