The Volvo offshoot Polestar had a successful 2020 with its UK-based test drive program. As part of the campaign, thousands of test drives were fully booked within a few hours.
Polestar UK apparently recognized the potential to attract customers and took the opportunity to present the Polestar 2 in a “curated and personalized” experience. It has decided to introduce a special hub for test drives. This place (which is of course not a showroom) extends over 8,000 square feet of land. The facility, based in Milton Keynes, is expected to conduct 28,000 test drives by the end of 2021.
The test drive in Milton Keynes will complement the newly opened Polestar premises in London and Manchester. The hub is said to focus on giving consumers the option to get behind the wheel of the electric Polestar 2, which starts at £ 39,000. Drivers can enjoy unattended testing with the vehicle.
Polestar will supply the Milton Keynes plant with eight vehicles specifically designed for demonstration purposes. The concept of unattended drives also means that consumers can drive in a Covid-safe environment.
Read: Is The 2021 Polestar 2 Good Enough To Outperform The Tesla Model 3?
Jonathan Goodman, CEO of Polestar UK, explained how the company’s success with test drives the year before inspired them to create a new, higher quality and more efficient test facility. The city of Milton Keynes (which is also where the Red Bull Racing F1 team is based) was chosen for its excellent transport links, test drives and reputation as the UK’s technological hub.
“We saw so much demand for test drives in 2020 that it was clear we needed to give consumers more opportunities to experience our all-electric Polestar 2 firsthand,” said Goodman. “But it had to be done in a high quality manner, appropriate to the Polestar brand, and easy to book and accessible. So Milton Keynes was an obvious choice.”
Polestar isn’t just limited to Milton Keynes. For 2021 they have also planned semi-permanent hubs for test drives in Daventry, Cambridge and Harrogate, with more to be announced. Polestar will host a series of pop-up events throughout the year giving UK customers the chance to test their products.
See: Video streaming app added to Polestar2 infotainment system
The Polestar brand was conceived as Volvo’s chic, high-performance electric spin-off. However, Volvo itself announced plans to transition to an EV-only automaker by 2030. The Polestar series currently consists of two models, the Polestar 1 hybrid in a limited edition and the Polestar 2 with 78 kWh.
Volvo itself announced similar sales strategies as Polestar earlier this year. By 2030, all Volvo purchases would be made online. However, Volvo said it had no intention of closing forecourts. Instead, existing showrooms would be left to service cars. They would also act as display units (like a showroom), serving as pick-up points and advising agents. But those who choose to buy in-store are directed to follow the same online process as home buyers.
