POLESTAR is to review its sales structure in Australia to determine whether it will stick with its online retail program or abandon it in favour of a conventional dealer model.

Its “operational review”, which became public during the launch in Spain of its latest Polestar 4 model, prompted reports that it could open physical dealerships.

The review is a global program which will mean the outcome of any revised retail model applies to all Polestar markets.

Asked by GoAutoNews Premium what sales structures are being considered, Polestar said “it is too early” to know which best suits the Australian market.  But it said “there are certainly no plans to move to a distributor model in Australia” similar to Ateco or Sime Darby. 

It said the review “includes evaluating our footprint in Australia and in other markets to ensure our brand is accessible to customers – both from a retail and aftersales perspective.”

The decision has yet to be finalised and, for Australia, the decision is being delayed because of the imminent departure of outgoing Polestar Australia managing director Samantha Johnson. 

Polestar said a retail plan can’t be finalised until a new managing director is appointed.

But Polestar may be keen to look quickly at sales model options as it readies two new models this year for Australia – the Polestar 3 and 4 – and the brand recognises growing potential.

“Polestar is committed to the Australian market and sees huge potential with the introduction of Polestar 3 and Polestar 4 later this year,” it said in a statement.

“We want to ensure that we achieve a model that benefits both our customers and our partners.

“One of the key drivers is increasing the number of customer touch points and retail locations.

“In terms of our current retail footprint, Polestar has owned-retail sites in Brisbane, Sydney, and Melbourne. Volvo retailers operate Polestar sites in Perth and Hobart.”

Canberra and Adelaide are two notable exceptions although Polestar said it has vehicle handover support in the ACT.

The brand suggested that it was aware that customers might be prepared to travel to view and test drive a car outside of their area, but it was unlikely that owners would embrace having to travel long distances to have their vehicle serviced.

Polestar said it wasn’t possible to launch new SUVs – especially those in the high-volume mid-size segment – in a highly competitive market like Australia without a strong network of customer touch points.

It said it has a “close collaboration” with Volvo – which is also owned by Geely – on aftersales and there will be no change for Polestar customers servicing vehicles at Polestar Service Points.