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Polestar gets in front of prospects at expo

Everything Electric a strong sales opportunity for BEV brands like key backer Polestar

13 Feb 2024

POLESTAR signed on as a major sponsor for the recent Everything Electric exhibition in Sydney with two primary objectives: to promote the all-electric car brand and to move metal.


Speaking to GoAuto at the event last weekend in Sydney, Polestar Australia head of public relations and communications Laurissa Mirabelli said the exhibition had one of the largest audiences of the electric-curious (and electric-converted) in Australia, “which is why Polestar is here”.


“Apart from attracting a large audience and creating the right environment to promote EVs, the exhibition offers test drive facilities, which enables prospective customers to actually experience an EV for themselves,” Ms Mirabelli added.


“From that process it becomes easier to convert them (test drivers) into sales.”


Ms Mirabelli told GoAuto Polestar expected to conduct around 120 test drives during the three-day event.


“We find Everything Electric attracts visitors from all around Australia, so it’s certainly a worthwhile exercise,” she said.


“The exhibition provides the right profile for our brand, which seems to land well with well-informed members of the public who visit our stand.


“It also enables customers to conveniently cross-shop rather than spend time going from dealership to dealership to see prospective vehicles.”


Polestar had the first of two SUVs on display at Everything Electric, with the Polestar 3 taking pride of place.


“Polestar has an exciting year ahead with two new SUV models due, the Polestar 3 in June and the Polestar 4 in August,” said Ms Mirabelli.


“They’ll be just two of over 30 new EV launches in Australia this year.”


The two newcomers will give Polestar market penetration into two of the most popular SUV segments with cars that have already generated interest from prospective buyers, facilitated by a pre-order arrangement.


However, software issues last year caused a delay to Polestar 3.


In a statement provided to media last year, the company said it was “recently informed that additional time for final software development of the new all-electric platform shared by Volvo Cars is needed and that the start of production of Polestar 3 is now expected in the first quarter of 2024.”

The Polestar statement said there was no change to the start of production of Polestar 4, which was scheduled to start for the China market in the fourth quarter of 2023.


Polestar Australia has pre-production display models of Polestar 3 in Melbourne, Sydney and Brisbane, and is expecting display models of the Polestar 4 to arrive in retail ‘Spaces’ next month. 


The brand has also continued to expand its service points through the Volvo dealer network and has a new flagship store earmarked for North Sydney, opening mid-year.


“We now have 14 Polestar Service Points available to customers with the recent addition of Volvo Cars Berwick, and work is underway in North Sydney for a flagship Space and corporate head office,” Ms Mirabelli said.  


“Polestar 2 sales were up 64 per cent last year, spurred on by the MY24 model which shifted to rear-wheel drive, providing more power, more range and faster charging.”

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