Mike Whittington has joined Polestar to lead the company’s global sales operations.
He joins Polestar with 20 years’ experience in global infrastructure, e-commerce strategy and new electric vehicle introductions at Jaguar Land Rover, PSA, Mercedes-Benz and Toyota.
Polestar wants to eschew the traditional dealer model and is looking at new retail concepts, including the so called Polestar Spaces.
Instead of traditional car dealerships, Polestar Spaces will be opened in major metropolitan centres, typically in the company of other innovative brands.
The company has plans for 60 Polestar Space outlets worldwide by 2020. Polestar said it is offering a motoring model focusing on usage rather than ownership, like a mobile phone contract.
Cars will be ordered on a two- or three-year subscription basis with zero-deposit.
The all-in package will include pick-up and delivery, servicing and the option to rent alternative Volvo and Polestar vehicles.
“We are entering an important phase in the launch of the new Polestar brand,” said Thomas Ingenlath, chief executive officer of Polestar.
“We defined our retail strategy and are now developing the global retail network we need. Polestar wants to interact with its customers online and face-to-face, and we have begun engaging with the dealer operators who will represent Polestar around the world.
“Mike’s experience and expertise will help us realise our objectives and keep us on the path to success.”
“The motor industry is entering the most significant and challenging period of change in its history,” says Mike Whittington.
“The opportunity to join Polestar as a new electric performance brand is very exciting. Combining electrification with highly desirable performance cars, in a new company that has clear and ambitious goals, especially on the sales side, is the sort of challenge I welcome with open arms.”