Endeavour Automotive has confirmed that the first UK Polestar location will be at Westfield London shopping centre and it will open in October.
Endeavour was named as the first brand partner for Geely's electric vehicle performance brand back in November last year and London was always destined to be the first location.
Endeavour will help facilitate Polestar’s “digital-first” sales model for the Polestar 1 electric performance hybrid GT and the Polestar 2 fully-electric performance fastback, both of which are available to order now.
Volvo UK dealers will support Polestar new car sales with service, maintenance and repair.
An 18-day Polestar 2 customer test drive tour was ‘fully booked’ in eight hours despite the lockdown earler this year, even as the brand had no physical physical retail presence at the time.
John Caney, Endeavour chief executive, said: “It’s great to finally be able to announce our partnership with Polestar and the location of the brand’s first Space in the country’s capital.
“As recent reviews of the Polestar 2 show, there is a high demand for the product and huge interest in the brand, so opening the Westfield Space couldn’t have come at a better time.”
The showroom design will mirror what has been seen in Polestar’s other Spaces already open elsewhere in Europe and China.
The corporate identity for Polestar focusses on minimalist design and integrated digital interactivity.
Non-commissioned Polestar “specialists” are there to inform consumers about the brand and its products before moving to the brand’s website to order their car directly from the Swedish manufacturer.
Polestar also has Space showrooms in Oslo and Gothenburg and is looking to establish a 50-site global network by the end of the 2020.