Along with the unveiling of the new Polestar 1 concept, the performance division is also changing its traditional ownership model. 

Cars will be ordered 100% online and offered on a two or three year subscription basis. The zero-deposit, all-inclusive subscription will also add features such as pick-up and delivery servicing and the ability to rent alternative vehicles within the Volvo and Polestar range, all incorporated into one monthly payment.

The flat rate subscription means that having a Polestar car becomes a hassle free experience for the customer. This is facilitated by Phone-As-Key technology. It allows the owner to share a virtual key with a third party, and also enables access to a host of other on-demand features. This concierge service ensures that the customer only needs to focus on the enjoyment of driving.

All future cars from Polestar will have a fully electric powertrain. Polestar 2 will start production later in 2019 and will be the first battery-electric vehicle (BEV) from the Volvo Car Group. It will be a mid-sized BEV, joining the competition around the Tesla Model 3, and with consequently higher volumes than Polestar 1. The initial phase of the Polestar product roll out will then be completed by the subsequent arrival of a larger SUV-style BEV, the Polestar 3, which will create a modern expression of electric performance and driving dynamics.

The ordering and configuration of Polestar cars will be conducted online via a Polestar app or online portal. However, Polestar also recognises that customers still want to physically engage with the brand so Polestar will open a network of Polestar Spaces around the world. This is where future Polestar customers can interact with products and the brand. Polestar Spaces will be standalone facilities and not within existing Volvo retailer showrooms.


The order books for the new Polestar 1 open on 17 October 2017, with Polestar able to take expressions of interest from prospective customers immediately.