SANTA FE, N.M. — Swedish electric vehicle maker Polestar planned for a radically different retail model when it entered the U.S. two years ago, relying on low-investment, small-footprint urban stores.
But now that it is reaching the market with an expanded lineup, Polestar is revising that strategy to cater to impulse buyers and get cars faster to those who order them.
The Volvo affiliate originally adopted a no-floorplan model, delivering customer-ordered vehicles to stores rather than having its franchised retailers order them and carry inventory on their lots.
That made sense for dealer profitability. But Polestar quickly realized it didn't hit the sweet spot in the U.S. market, where many buyers want to visit a dealership and drive away in a new vehicle.