Polestar opens first Australian showroom in Melbourne's Chadstone shopping centre

The first Australian Polestar showroom, known officially as a 'Space', has opened in Melbourne at the huge Chadstone shopping centre – almost one year after the brand launched the Polestar 2 into the local market.

The Polestar Melbourne Space opened its doors to the public last week, just in time to capture the attention of Christmas shoppers at 'the fashion end' of the centre. And while it's the Polestar 2 on display, the company says the new Space has made a significant contribution to growing expressions of interest in the upcoming Polestar 3, "now well over 5000". (Watch our Polestar 3 video at the bottom of this story.)

Opened by local Polestar managing director, Samantha Johnson – pictured above, holding a pair of Polestar's Swedish Gold seatbelts in place of the usual red ribbon – the Melbourne store will be followed by a Sydney location in the coming year.

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Polestar's existing Sydney customer site – along with those in Brisbane, Perth and Hobart – while not designed to the level of this flagship Space, will continue to be the destination for buyers until more Spaces are opened.

For now, visitors to the Polestar Melbourne Space can take a tour of the display cars and the pieces of technology and design positioned artfully around the minimalist showroom.

Chadstone visitors eager to take a spin in the Polestar 2 will have that opportunity from February, when the Space takes over test-drives and customer handovers from Polestar's current Port Melbourne location.

Polestar follows brands like Tesla and, more recently, Hyundai's luxury brand Genesis into opening retail-oriented, boutique spaces in fashion-focused shopping areas. Tesla has a showroom at the opposite end of the Chadstone centre and another in Sydney's Martin Place, while Genesis has opened similarly minimalist Studios in Martin Place and in Melbourne's Emporium.

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Click any photo in this story to see more images from the Polestar Melbourne Space

The Polestar 2 is currently the only car on display in the Chadstone showroom, but the new Polestar 3 SUV will arrive next year, followed by the Polestar 5 four-door coupe, the Polestar 4 SUV and the limited-run Polestar 6 convertible.

The Polestar Melbourne Space is located on the Lower Ground level of Chadstone Shopping Centre. Opening hours are from 9am – 5.30pm Mon-Wed, 9am – 9pm Thurs-Sat, and 10am – 7pm on a Sunday.

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October: First Polestar Space to open in Chadstone

Polestar is set to open its first Australian ‘Space’ at Melbourne’s Chadstone Shopping Centre this summer.

The new retail concept enables customers to interact with the Polestar brand, meet product specialists, and take a test drive of the all-electric Polestar 2.

According to the Swedish carmaker, specialists, rather than salespeople, staff Polestar spaces for customers to seek expert assistance if required without the pressure of a sale.

“Our Space concept has been carefully designed to reflect the brand’s minimalist brand philosophy, while presenting a welcoming environment in which customers can experience the all-electric Polestar 2 at leisure," said Samantha Johnson, Head of Polestar Australia.

“We look forward to engaging with visitors to our new Space this summer.”

The Melbourne Space will be open located on the Lower Ground level of Chadstone Shopping Centre. Opening hours are from 9am – 5.30pm Mon-Wed, 9am – 9pm Thurs-Sat, and 10am – 7pm on a Sunday.

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March 2021: Polestar to use 'Spaces' rather than dealerships

Polestar, Volvo’s all-electric offshoot, has announced it will this year expand into Australia, New Zealand, Honk Kong, South Korea and Singapore.

This latest push by the Chinese-owned Swedish EV manufacturer means that by the end of 2021, it will be operating in no fewer than 18 countries globally.

“The brand is gathering real momentum, and it is great to be expanding with Polestar 2 beyond our initial global markets in China, North America and Europe,” says Thomas Ingenlath, CEO of Polestar.

In Australia, Polestar will operate as a standalone business, completely separate from its Swedish stablemate.

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Samantha Johnson – Volvo Australia’s former director of business control, financial services and digital transformation – will be heading up the new operation Down Under, reporting directly to Nathan Forshaw, Polestar’s new head of the China and Asia Pacific regions.

There’s no official word yet as to when operations in Australia will get underway, however, the manufacturer is keen to make sure its entrance to these new markets is done right.

“Specific roll-out timing is at an advanced planning stage and the recruitment of key individuals has begun,” Forshaw said.

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“While we are growing rapidly, we are ensuring both our organisation and processes ensure a consistent and truly Polestar experience for our customers, wherever they are based.”

However, Polestar’s five-door electric fastback, the Polestar 2, is expected to go on sale in Australia by the end of 2021, with deliveries beginning in 2022.

Buyers keen on heading into a showroom to check out the Tesla Model 3-rivalling fastback are in for a shock though, as Polestar won’t be offering a traditional automotive consumer experience like most are used to.

Instead, they’ll be opening a series of retail-esque shops, and the entire sales process will be handled online. No salesman, no heading to the dealership for a test drive – it will simply be a case of click and collect.

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