Polestar opens first northern Gyeonggi showroom in Ilsan

Swedish electric vehicle brand Polestar has opened its first showroom in northern Gyeonggi Province, located in Ilsan, Goyang. The new outlet extends the brand's Greater Seoul sales network — previously concentrated in the south and east of the province — into the northwest, targeting customers in Goyang, Paju and the northwestern districts of Seoul.

Polestar Korea said it officially opened Space Ilsan in Goyang on Friday. It is the brand's third showroom in Gyeonggi Province and its first in the northern part of the region.

Gyeonggi Province is one of Polestar's key domestic markets. As of the first half of this year, more than three in 10 Polestar customers in South Korea live in the province. The company said the addition of the Ilsan location, following existing outlets in southern and eastern Gyeonggi, is intended to improve accessibility for customers across the metropolitan area.

Space Ilsan occupies a four-story standalone building. The vehicle display areas span approximately 413 square meters on the first floor and about 426 square meters on the second, accommodating up to five vehicles at once — four on the first floor and one on the second.

Two dedicated vehicle handover spaces have been set up for customers who purchase a car. The building also provides parking for more than 13 vehicles outside and on the rooftop. Dedicated staff are on hand to explain vehicles, guide customers through the online purchase process and arrange test drives.

Polestar maintains an online-only sales model but has been expanding its physical presence to give customers a place to see and test vehicles in person. Space Ilsan is similarly focused on serving as a touchpoint for direct experience and consultation rather than on-site contracts or purchases.

The opening ceremony was attended by Lee Hyun-ki, Polestar Korea's head of business development and network; Kim Seung-chan, head of commercial operations; and Park Young-seok, chief executive of Aju Automotive. In place of a conventional ribbon-cutting, the ceremony featured the unfastening of a seatbelt.

Polestar Korea CEO Ham Jong-seong said the northern Gyeonggi area, including Goyang and Paju, is home to a concentration of consumers in their 30s and 40s who value individual lifestyle and personal values, and that the region's strong electric vehicle infrastructure makes it a market with significant growth potential for the brand. "We hope Space Ilsan will become an important touchpoint for more customers to experience the Polestar brand and its products," he said.

Meanwhile, Polestar expanded its domestic lineup in July with the launch of the Polestar 3, its flagship electric SUV. The vehicle is priced from 77.9 million won ($56,600) to 99.9 million won in South Korea and offers a maximum range of up to 486 kilometers on a single charge, depending on the trim.

From Saturday through Oct. 11, Polestar will hold "Polestar on Tour" at Starfield Goyang, where visitors can view and test drive the Polestar 3 and Polestar 4.