Event runs Nov. 13–22 at The River Mall Gangdong

Brand aims to expand offline customer touchpoints

Swedish premium electric vehicle brand Polestar will hold its "Polestar on Tour" event at The River Mall Gangdong from Nov. 13 to Nov. 22. [Polestar]
Swedish premium electric vehicle brand Polestar will hold its "Polestar on Tour" event at The River Mall Gangdong from Nov. 13 to Nov. 22. [Polestar]

Swedish premium electric vehicle brand Polestar announced Tuesday it will hold its "Polestar on Tour" event at The River Mall Gangdong from Nov. 13 to Nov. 22.

Polestar on Tour is designed to expand the brand's offline customer touchpoints, as Polestar operates entirely on an online sales model. The event will feature vehicle exhibitions, test drives, and a range of programs showcasing Polestar's design, technology and lifestyle offerings.

The event will take place at the side entrance on the first floor of The River Mall Gangdong, where visitors can see both the Polestar 3 — the brand's flagship SUV — and the Polestar 4, its best-selling European electric vehicle.

One unit each of the Polestar 3 and Polestar 4 will be on display, with two test-drive vehicles available per model. Customers with advance reservations can take test drives of up to 35 minutes, accompanied by a Polestar specialist who will provide detailed vehicle explanations and purchase consultations. Reservations can be made through Polestar's official website.

Customers who complete a test drive will receive a "Polestar Fika Set" redeemable at Crack In, a café on the fourth floor of The River Mall Gangdong. The set — comprising two Polestar signature cream lattes and Crack In toast — lets visitors experience "fika," the Swedish coffee-break tradition.

In addition, a dedicated listening space will be set up where visitors can experience the premium Bowers & Wilkins sound system included in the Polestar 3 Plus Pack. A curated listening program featuring a variety of music will allow guests to experience Polestar's premium audio firsthand.

Polestar recorded its best-ever monthly sales in the Korean market in September, moving 769 units based on new registrations tracked by the Korea Automobile Importers & Distributors Association (KAIDA). The Polestar 4, its lead model, drove that performance with cumulative sales of 3,608 units through September this year.

Meanwhile, Polestar has also launched "Polestar Stay Gangneung" as part of its customer loyalty program expansion. Polestar Stay is a loyalty initiative designed to let customers experience the Polestar lifestyle through travel and leisure even after taking delivery of their vehicle.


likehyo85@heraldcorp.com