As one of the most recognisable names in the electric vehicle (EV) industry, Polestar’s journey into the UK market offers fascinating insights successful international expansion. The company’s UK footprint has grown rapidly, thanks to a combination of strategic location, innovative technology, and effective collaboration with local business organisations.
Polestar made its mark in the UK by first opening a research and development office in Coventry in 2019, followed by the opening of its commercial headquarters in Bicester in 2022. Today, the company employs people across these two locations, with staff spanning across various functions, including sales, marketing, research and development (R&D), and customer support. This expansion has not only enabled Polestar to tap into the UK’s vast automotive expertise but also strengthened the brand’s presence in one of the world’s leading EV markets.
“The UK is one of Polestar’s biggest markets globally,” says Rob Morris, Head of Sales at Polestar UK. “With over 30,000 Polestars now on UK roads in just four years, the market is growing quickly, and we are expanding our retail footprint from nine to 17 spaces over the next 18 months.”
Why the UK?
The UK’s appeal to Polestar is twofold. First, the country is home to one of the world’s most renowned automotive engineering hubs in Coventry, which boasts exceptional expertise in bonded aluminium structures – crucial for Polestar’s vehicles, such as the Polestar 5. Second, the UK’s thriving automotive industry, with its rich talent pool from motorsport, automotive engineering, and supply chains, provides an ideal environment for Polestar’s ambitious expansion.
The company’s presence in the UK also supports its broader sustainability mission, as Polestar aligns with the country’s bold targets to reach net-zero carbon emissions by 2050.
Lessons learned from expansion
Expanding into the UK market was not without its challenges, but Polestar’s experience provides a helpful roadmap for other Swedish businesses considering similar international expansion. One key lesson: balance. “Balancing growth with expansion is always tricky,” Morris reflects. “We’re working hard to expand our retail footprint, but the key is not to outgrow yourself. You have to balance your growth in line with market demand.”
This message resonates across industries. Expanding too quickly can lead to operational strain, while moving too slowly can cause businesses to miss key opportunities.
Collaborating with the right Partners
Another factor contributing to Polestar’s success in the UK has been its strategic partnerships. Collaborating with local business networks and organisations, such as the Society of Motor Manufacturers and Traders (SMMT) and the Swedish Chamber of Commerce for the UK (SCC UK), has been vital in building relationships and advocating for policies that support the growth of the EV market. Through these partnerships, Polestar has been able to contribute to discussions around EV policy and sustainability, as well as increase its visibility within key business circles.
Polestar also works closely with fellow Swedish companies in the UK. “We collaborate with companies like Candela – an electric hydrofoiling boat builder based near Stockholm, with whom we share opportunities to demonstrate our products together,” Morris explains.
Supporting the UK’s Net Zero targets
As a leading player in the electric vehicle market, Polestar is deeply committed to supporting the UK’s net-zero targets. The company has consistently worked to reduce the carbon emissions of its vehicles, and it is actively involved in shaping a more sustainable automotive industry. “Every year, we’ve been able to lower the CO2 emissions in our car programmes,” says Rob Morris. “For example, the Polestar 3, a large SUV, has a lower carbon footprint during the build phase than the much smaller Polestar 2 did four years ago.”
Polestar is also a vocal advocate for more transparency in the car industry and calls for standardised Life Cycle Assessments (LCAs) to measure and reduce environmental impacts throughout the lifespan of vehicles.
Key tips for Swedish businesses considering expansion
For Swedish businesses looking to expand to the UK, Polestar’s advice is straightforward: take advantage of the business networks and the strong demand for Scandinavian innovation. “The British public love Scandinavian design and approach,” says Rob Morris. “There are great business networks across the country, and the UK’s strategic location makes it a gateway to both European and global markets.”
The UK’s focus on sustainability, alongside its robust infrastructure, makes it an ideal market for Swedish businesses that are focused on innovation and eco-friendly solutions. Polestar’s experience is a testament to the fact that with the right strategy, a strong network, and a clear commitment to sustainability, the UK can be an excellent destination for international expansion.
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