Polestar rounds an essential and impressive milestone with 1000 electric cars on the roads in Denmark after less than a year. The test runs are also at a record high level, with over 1000 bookings per month. The tremendous progress is due to a solid digital business model, direct contact with consumers, and a visible presence in the market.
People have great interest in electric cars and a greener transport sector. This is especially true of the Swedish performance electric car brand Polestar, which today announces a significant milestone with 1000 cars on Denmark's roads after less than a year.
1000 is a crucial figure in the automotive industry
Polestar came to Denmark last spring and delivered the first cars to customers in August 2021. In just seven months, Polestar has thus succeeded in having 1000 driving performance electric cars on Denmark's roads, which testifies that a new and digital business strategy has won.
"From the beginning, we have made it a central mission to make it easier for consumers to buy a car, and I think we have succeeded in that strategy quickly. I am very proud of the reception and overwhelming demand we have experienced in Denmark," says Henrik Bang, CEO of Polestar in Denmark, and continues:
"In the car industry, the rule of thumb is that there must be 1000 cars in the street scene before the Danes notice the fire on the roads. The people have long been ready for a digitalized approach to buying cars, and now we are here with 1000 cars in a launching country like Denmark, which is a result I am naturally really proud of."
Polestar 2 rushes into the top 10 list
It is the performance electric car Polestar 2, which with its unique design language and good driving characteristics, has particularly captured the Danes, and according to Henrik Bang, the first quarter of 2022 indicates a good year with the prospect of continued bustle across the board:
"Since the New Year, we have focused on home test drives so that even more Danes can easily and conveniently test drive a Polestar 2 from their private address or workplace. This has been reflected in the number of test drives, which is at a record high level with 1000 test drives every month, and not least, the Polestar 2 is ranked in a nice 6th place among the best-selling electric cars in the first quarter. It is stunning."
Digital strategy and direct contact with consumers
Polestar has become a well-known brand with massive exposure wherever you look in a short time. The company is primarily known for breaking with the car industry's traditional dogmas for car sales, where many physical dealerships have historically been widespread. However, Polestar goes other ways with a digital business strategy that focuses on 100 % online car sales and insists on direct contact with consumers. The direct consumer contact thus takes place online, from where it is easy to book test drives yourself, just as it is possible to physically experience Polestar's cars from the five Polestar Destinations in Vallensbæk, Nærum, Aalborg, Aarhus, and Vejle before purchase.
"We have entered the market with a different business model and only a few physical locations from where our cars are delivered. We believe that it is best to address consumers directly in both the short and long term, and we feel the same about our customers. When we hand out electric cars to the people who have clicked a Polestar home either as a direct purchase or test-drive starting from the home address," says Henrik Bang.
