The electric vehicle brand Polestar announced the opening of its first “Space” in Spain on July 6, at number 84 Paseo de Gracia in Barcelona, with an area of more than 200 square meters.
In Barcelona, Polestar has teamed up with Catalan company Ronda 15, which already has three Volvo dealerships in Barcelona and Cornellà, to represent the brand in Barcelona.
The company explained that the staff will be made up exclusively of Polestar product specialists who will not charge commissions. The brand has indicated that “soon” another center will be opened in Madrid.
Polestar clarified that ‘Spaces’ are retail establishments “that deviate from the traditional dealership concept to become places that revolve around the vehicle”.
The ‘Space’ is characterized by its minimalist design, digital interactivity and the presence of specialists who do not receive a commission, just like the existing ‘Spaces’ in other countries. Customers control the entire process, from initial consultation to test drive and, if desired, delivery of the Polestar model of their choice.
“Our business model is ‘digital first’, but the shopping experience combines digital and physical. It’s very important to us that customers have the opportunity to try the Polestar electric ‘fastback’ 2 by themselves,” the director pointed out. of Polestar Iberia, Stéphane Le Guével.
The test drive in these spaces is accompanied by an exhibition of vehicles and components in a space prepared to show the products, without distractions. The vehicles are the protagonists, highlighted by specially designed spotlights. The walls feature large format images of Polestar products and brand information, as well as interactive LED screens.
Customers who reach the installation phase will benefit from an exclusive table inspired by the cutting tables of sewing workshops.
Customers can place finishers on the surface and use RFID technology to choose the specification they prefer and view it on the screens. Once the design is complete, the customer can lay an NFC device on the table to take the configuration with them without even pressing a button.
Similarly, users wishing to request or reserve a Polestar can complete the entire process on the Polestar website, either from home or in the ‘Space’ itself with the assistance of the specialists at company.
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