Changing the way consumers purchase cars isn't a simple task impart due to franchise laws and dealerships. Even the highly funded Tesla is struggling to find a way to sell their cars to potential costumers. In some states car manufacturers aren't allowed to sell to customers directly, and that gives Tesla a big problem. However Polestar, a Volvo subsidiary, is going to attempt to change that.
“Launching an entirely new car brand gives us the opportunity to assess what customers enjoy about car ownership, and what they are less keen on,” says Thomas Ingenlath, Chief Executive Officer at Polestar. “We also want to remove the hassle from traditional car ownership.”
That means customers can research, configure, and order cars online. If customers want to see a car before ordering, they can do so in a franchised Polestar Space. Here, customers will interact with non-commissioned product experts (not sales personnel) who will provide any information they need. These “spaces” will also offer pick-up and delivery servicing so customers won’t have to wait at a dealerships service center while their vehicle is being serviced.
Polestar is also offering a subscription service for customers, much like Care by Volvo. Here, customers can cover nearly all the associated costs of ownership through the service, including insurance, maintenance, repairs, and car payments. All customers have to pay for is gas.
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