Currently reading: Polestar confirms first UK showroom will be in West London
Swedish brand will open its first UK 'space' in Westfield mall in October, but sales will be online-only
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2 mins read
18 August 2020

Polestar will open its first UK showroom at the Westfield shopping centre in West London this October.

Created in partnership with dealer group Endeavour Automotive, the 'space' will serve as a front for the Swedish performance car brand's online-based sales model.

The Polestar 1 plug-in hybrid coupé and Polestar 2 electric fastback will be showcased there, but rather than buying from a traditional dealer, customers must order their car from the Polestar website.

Buyers can expect “minimalist design” and a high level of digital technology in the space, which Polestar says will allow customers to have a greater focus on its cars.

Polestar is one of only a few brands that prioritises online sales at present. However, after the temporary closure of traditional dealerships in response to the coronavirus crisis, more and more new-car buyers are going online.

Kristian Elvefors, the UK boss of Polestar parent company Volvo, expects this to persist long after the pandemic is over. “For us and the whole car industry, online sales are here to stay,” he told Autocar.

Polestar COO Jonathan Goodman said: “With the first customer Polestar 2 cars soon to land in the country, the next step in the journey is to open our first retail space and continue to engage with our growing customer base.”

Polestar’s second-ever model is set to arrive in the UK later this summer as a rival to the Tesla Model 3, priced initially from £49,900 before cheaper variants follow.

MORE

402bhp Polestar 2 fastback to arrive in July 

Polestar 2 2020 UK review 

Volvo: Lockdown has changed car sales forever

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5

18 August 2020

Chinese company selling cars soley built in China yet Autocar are told to mention Sweden as often as possible.  Not a problem but remember before certain people get on their high horse over this just remember how much stick JLR and Vauxhall get on the subject of branding, difference is at least they build cars in the UK. 

18 August 2020

Bit disappointing that they've predictably gone with London. 

18 August 2020

It's far too expensive for a Chinese built car ,if Hyundai with the Genesis and Nissan with Infinitti can't sell "premium"cars in the UK then I really don't fancy Geely's chances with Polestar,the supposed Swedish connection won't stand that much scrutiny

18 August 2020

Embaressing paid articles by this pretend swede brand. This brand stands no chance, they are even being boycotted in their home market of china because a few chinese VPs were pissed off that this was being marketed as a swedish car instead of a chinese car.Note to polestar - Stop being pretenders and accept you created a sub par car. You tried to compete with Tesla and you failed miserably. 

19 August 2020
WinstonAlexanderson wrote:

Embaressing paid articles by this pretend swede brand. This brand stands no chance, they are even being boycotted in their home market of china because a few chinese VPs were pissed off that this was being marketed as a swedish car instead of a chinese car.Note to polestar - Stop being pretenders and accept you created a sub par car. You tried to compete with Tesla and you failed miserably. 

will Saided

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