The new sales strategy of Polestar favors traditional dealerships and is taking shape. In addition to online sales, the Geely Group brand will also utilize Volvo’s dealership network starting in March, in order to achieve sales growth.
Volvo reduced its stake in Polestar in 2024; however, the two companies will cooperate in sales, as the new CEO of Polestar, Michael Lohscheller, announced this week at a conference that the brand will begin using Volvo’s dealership network, thus moving away from a purely online sales strategy.
“Our goal of growing 30 to 35% annually from 2024 to 2027 cannot be achieved solely through online sales”, said Lohscheller at the “Automobilwoche” event held in Munich, Germany.
It is worth noting that the fully electric vehicle brand has the “Polestar Spaces”, a network of official dealerships that is expected to grow by about 75% by 2026, increasing from the current 106 locations to a total of 187, as well as display areas in some dealerships, which are mainly used to provide information about the vehicles since the reservation and purchase of the vehicle is done online.
With this concept, Polestar sold 44,851 units in 2024, after achieving sales of 53,000 units in 2023. “I want us to position ourselves more broadly in sales to attract more customers. Anyone who wants to buy their Polestar online can continue to do so. However, a stronger local presence also aims to attract new customers,” added Michael Lohscheller.
