Thursday, June 8, 2023
News Polestar Launches a Certified Pre-Owned Program to Help its Dealers

Polestar Launches a Certified Pre-Owned Program to Help its Dealers

Polestar dealers will now be able to sell pre-owned vehicles via a new certified program.

  • Polestar dealers currently only have one model to sell since the Polestar 3 has been delayed.

  • The first leased Polestar 2 models are now coming back to the dealers.

  • Scheduled maintenance will be included in the program to drive up business for dealerships.

Polestar has announced it is launching a certified pre-owned program to help its dealerships face the lack of cars to sell.

Since Polestar is a very young brand in the automotive industry, its dealers currently only have one car to sell, the Polestar 2 liftback sedan.

This is not an ideal situation for retailers since sedans are less popular than SUVs and crossovers and the Polestar 2 is more expensive than some of its competitors such as the Tesla Model 3.

In addition, many Polestar dealerships are located inside shopping malls, which means their rent is often higher than it would be if they owned their own building.

While the upcoming Polestar 3 will likely improve the situation by attracting different customers to the showrooms, the automaker might not be able to deliver enough vehicles right at launch.

This is why Polestar has decided to launch a certified pre-owned program that will allow its dealers to have a “second model” to sell immediately.

This is because the first units of the Polestar 2 are now starting to come off their 36-month leases and returning to the dealers.

While this means the cars aren’t a different model to the new Polestar 2, they could be significantly cheaper, and thus aimed at a different customer.

That is why a Polestar dealer told Automotive News they consider the pre-owned sedan to be the true entry-level Polestar 2 in their inventory.

Since the certified pre-owned program also includes scheduled maintenance, this ensures buyers will go back to the dealership and generate business for the service department, which is usually their main revenue stream.

This new program, combined with the launch of the mid-size Polestar 3 SUV later this year and the upcoming Polestar 4 compact SUV which will be unveiled in a few days, could help the company’s dealer network.

Source: Automotive News

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