Polestar is set to significantly expand its commercial and retail operations in 2025. The company announced plans to enter seven new international markets and adopt a new sales model in Europe.
Polestar said on Monday it is transitioning to a “non-genuine agency sales model” across Europe. This model, which started in Sweden and Norway earlier this month and expand to other key markets in the second half of the year, allows customers to negotiate prices with dealers rather than adhering to fixed manufacturer-set prices, following the likes of VinFast and Fisker which switched to a dealership model.
However, unlike those two automakers, Polestar customers will still be able configure and order an EV through the company’s website.
“Expanding our retail operations with new and existing partners will enable us to reach more customers. Through these partnerships and expansion, we will capitalize on our strong brand and growing model line-up,” CEO Thomas Ingenlath said.
Along with switching sales models, Polestar’s plans for 2025 include entering seven new markets. These include France, Czech Republic, Slovakia, Hungary, Poland, Thailand, and Brazil.
To support this growth, Polestar has made several key leadership appointments. Anders Gustafsson will take over as Head of North America, bringing 13 years of experience at Volvo with him. Gregor Hembrough, who has successfully led Polestar’s North American business since its launch in 2018, will now oversee Global Sales Operations.
In the UK, Matt Galvin will succeed Jonathan Goodman as Managing Director. Galvin previously held roles at NIO, Volvo Cars, and Mercedes-Benz. Marius Hayler will lead Polestar’s operations in Norway and the broader Nordic region, bringing his experience from NIO and Jaguar Land Rover Norge.
After a tough 2023, in which Polestar delivered only 54,600 cars, the automaker has a goal to deliver between 155,000 and 165,000 cars in 2025. The upcoming ramp-up in deliveries of the Polestar 3 and Polestar 4 SUVs is expected to contribute significantly these sales targets in the years ahead.
