Polestar Space Bochum
As part of its global strategy announced in the middle of last year to expand its retail network with partners, Polestar is now also using the so-called ‘non-genuine agency model’ in Germany. This has already been successfully rolled out in Sweden, Norway, the Netherlands and the UK, among other countries. The previous sales model of direct online sales is thus being supplemented by an agency model in which sales partners are more closely involved in active sales. In Germany, there are plans to double the current nine to 17 permanent locations, the first five of which are to be completed by the middle of next year. In future, the network is to include additional regions alongside Germany’s major metropolises.
It will also be possible to configure and order Polestar vehicles online in the future. In addition to online sales, Polestar vehicles can now also be purchased via the growing network of Polestar Spaces. Most recently, a Polestar Space was opened in Bochum at the end of 2024, which is already one of the most successful locations in Europe. There are also other Polestar retail locations in Berlin, Düsseldorf, Frankfurt, Hamburg, Hanover, Cologne, Munich and Stuttgart. ‘Direct proximity to customers is extremely important when deciding on a car. This is the clear strength of the dealership. This is where we benefit greatly from the involvement of our partners,’ says Polestar CEO Michael Lohscheller. ‘The change in sales towards an active sales model is an important lever to enable our growth in the market.’
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