CEO of EV Startup Polestar on the Future of Car Buying


  • Polestar is a Swedish electric-car startup that sells automobiles on-line and ships them to shoppers. 
  • Its CEO thinks going to a conventional dealership and haggling for a deal is a bother.  
  • Polestar plans to record at the Nasdaq on Friday. 

Purchasing a brand new automobile used to imply going to a dealership and perusing dozens of automobiles to search out the person who roughly, type of, most commonly met one’s desires. Subsequent got here negotiating and hoping one was once getting a excellent deal. 

However occasions are converting.

Tesla flipped automobile purchasing on its head by means of foregoing dealerships and promoting its electrical automobiles at once to shoppers, who custom-order automobiles on-line and take supply at their doorsteps. It is extra like ordering a Casper bed or pair of Warby Parker sunglasses than the traditional car-buying revel in. 

Polestar, a Swedish electric-car startup that spun out of Volvo in 2017, is following swimsuit with a equivalent technique. For CEO Thomas Ingenlath, promoting automobiles with out conventional dealerships takes the headache out of the outdated procedure and is obviously the simpler manner for all events concerned. 

The startup does not perform a natural direct-to-consumer style in america love it does in different international locations, however somewhat a hybrid. It sells automobiles to Volvo sellers that perform its showrooms, who then go the ones automobiles directly to shoppers. However the finish consequence is identical: Consumers can order precisely the auto they would like on-line in a couple of clicks, see clear pricing, and take supply at house, all with out surroundings foot in an old-school dealership.   

Consumers would not have to wonder whether they are getting ripped off, and, since automobiles are in large part constructed to reserve, Polestar does not want to work out tips on how to do away with extra manufacturing, Ingenlath advised Insider in an interview. 

“The predictability for the individuals who make investments into the emblem may be very transparent, the costs that consumers see are actual, and there’s no dumping or no matter taking place. So I believe each side acknowledge that it is a very trendy and excellent and winning manner ahead,” he mentioned. 

The 2022 Polestar 2.

The 2022 Polestar 2.

Tim Levin/Insider


This transparency in pricing (the costs Polestar lists on-line are precisely what consumers pay) is also much more welcome as a low provide of automobiles in america encourages sellers to price hefty markups on most sensible of decal worth. 

Polestar sells two fashions: The $155,000 Polestar 1 hybrid and the $48,400 Polestar 2, a completely electrical sedan. And it has grand plans to release 3 extra automobiles and spice up annual gross sales tenfold by means of 2025. The corporate plans to record at the Nasdaq on Friday underneath the ticker PSNY. 

Ingenlath takes satisfaction in Polestar having a extra direct courting with its shoppers, aided by means of its Polestar Areas, minimalist showrooms the place doable consumers can get familiar with the corporate’s automobiles with out being hassled by means of salespeople. He thinks the automobile business as a complete will transfer within the route of direct gross sales.

“We imagine that that is the fashionable manner,” he mentioned. “Will all of it be precisely the similar? No. However most often the detachment that existed between the auto manufacturer and the top buyer — I do not believe that anyone is excited about this detachment.”

Certainly, budding electric-vehicle startups like Lucid Motors and Rivian Car each send automobiles at once to shoppers. Or even longtime avid gamers are making strikes clear of the outdated manner. Transferring ahead, Ford desires extra folks to custom-order automobiles on-line and wait a number of weeks to take supply. 



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