Polestar transitions to a non-genuine agency model in the Luxembourg market ​ 

LUXEMBOURG – 9 December 2024. Polestar, the Swedish electric performance car brand, is refining its sales strategy in Luxembourg by adopting a non-genuine agency model starting 9 December. This strategic shift aligns with Polestar’s ambition to drive growth and reinforces its commitment to enhancing the customer experience in the Luxembourg market. ​ 

Luxembourg is among the first European markets where Polestar is transitioning to a non-genuine agency model. While customers can still configure and order their Polestar online, they now also have the option to do so directly at the Polestar Space in Luxembourg City, streamlining and simplifying the customer journey. This shift is supported by Polestar’s local partner and investor, Mobicore Groupe, which now takes on a more active role in facilitating sales. Through its deep understanding of the local market and customer needs, Mobicore Group enhances Polestar’s ability to deliver a seamless and efficient customer experience. 

The transition coincides with the opening of an expanded Polestar Space in Luxembourg City. This 250-square-meter facility serves as a “one-stop-shop,” centralizing key services to accommodate local growth. Customers can explore Polestar’s full model lineup, pre-owned vehicles, and arrange service and maintenance at an official Polestar Service Point, supported by Volvo Scandia. ​ 

"In just three years, Polestar has evolved from a scale-up to a trusted, leading brand in Luxembourg’s premium EV segment. Our transition to a non-genuine agency model is a strategic step that allows us to capitalize on this growth trajectory, meet rising demand, and offer a more seamless and personalized experience for our customers,” said Lies Eeckman, Managing Director of Polestar Belgium and Luxembourg. ”By moving from showcasing our cars to selling them directly and expanding our retail footprint with the new Polestar Space, we are strengthening our presence in Luxembourg and making premium electric mobility more accessible than ever." ​ 

The updated sales model and expanded retail footprint align with the launch of two luxury electric SUVs, the Polestar 3 and Polestar 4, in the Luxembourg market. These models have significantly contributed to Polestar’s performance in the market. “Polestar’s performance in Luxembourg reflects the growing demand for premium electric mobility,” Eeckman continued. “Despite a 5% decline in overall passenger car registrations year-to-date, the EV market has grown by 20%, with the premium EV segment expanding even faster. Polestar has outpaced these trends, achieving a 69% increase in registrations compared to the same period last year, numbers we’re proud of and happy to share.” ​ 

Since deliveries of the Polestar 3 and Polestar 4 started in mid-September, the brand has recorded a 126% growth in registrations compared to September 2023. Eeckman added: ”Up until now, we have built a solid base with the Polestar 2. This rapid expansion underscores Polestar’s growth potential with its evolving product lineup. We are excited to build on this momentum.” ​ 

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