Buying a new car used to mean going to a dealership and browsing dozens of vehicles to find the one that was most suited to your needs. One was trying to get a good deal.
The times are not the same.
Customers can custom-order vehicles online and take delivery at their doorsteps if they choose to do so withTesla. It's more similar to ordering a mattress or a pair of glasses than it is to buying a car.
Polestar, a Swedish electric-car startup, is following in the footsteps of Volvo, which spun out of it's parent company. Thomas Ingenlath believes that selling cars without traditional dealerships is the better way to go.
Unlike other countries, the startup does not operate a pure direct-to-consumer model in the US. Vehicles are sold to Volvo dealers who then pass them on to their customers. The result is the same: buyers can order a car online in a few clicks, see transparent pricing, and take delivery at home, all without going to a dealership.
Polestar doesn't need to figure out how to get rid of excess production since vehicles are mostly built to order, according to Ingenlath.
The prices that customers see are real, and there is no dumping, that's what the people who invest into the brand know. He said that all sides know that this is a good and profitable way to go.
As a low supply of vehicles in the US encourages dealers to charge hefty markups on top of sticker price, transparency in pricing may be even more welcome.
The Polestar 1 hybrid and Polestar 2 are both electric cars. It is planning to launch three more vehicles and increase annual sales by a factor of ten. The company is going to list on the stock exchange.
Ingenlath takes pride in Polestar having a more direct relationship with its customers, thanks in part to its Polestar Spaces, minimalist showrooms where potential buyers can get acquainted with the company's vehicles without being hassled by salespersons. The auto industry will move towards direct sales according to him.
He believes that this is the modern way. Is it all the same? It is not possible to say yes. I don't think anyone is happy about the detached relationship between the car producer and the customer.
Electric-vehicle startup Rivian automotive ships vehicles directly to customers. The players are moving away from the past. Ford wants more people to order cars online and have them delivered in a few weeks.
All Rights Reserved © 2024
