Polestar provides blueprint for start-up success in fleet

The transition to electric vehicles (EVs) has had a massive impact on how traditional car and van makers operate. It has also provided the opportunity for start-up electric-only brands to enter the UK market.

Tesla was the first of these, while brands such as Ora and BYD (Build Your Dreams) are currently making moves to break through.

One of the biggest successes though, particularly in fleet, has been Polestar which last year increased its annual UK sales by 80% to 7,300, with four-out-of-five going to fleet and businesses.

This is even more remarkable when you consider the standalone brand, which is 49% owned by Volvo, delivered just 800 cars in 2020.

Its growth reflects both the strength and relevance of its product. Polestar 2 was named best zero emission car at the 2021 Fleet News Awards, while the current benefit-in-kind (BIK) taxation system heavily incentivises the take-up of EVs among company car drivers.

Even the combination of these would have a limited impact without the presence of the right supporting structure, but the manufacturer has focused on ensuring it has the right people and systems in place, says Matt Hawkins (above), head of sales for Polestar UK and Ireland.

Its business model is geared around primarily working with leasing company account managers and sales teams – the people who already have established relationships with fleets.