Test drives 'as critical as ever'

Although many now buy online, there's no substitute for bums on seats, say makers

- WILL RIMELL

Despite the growing popularity of online car-buying, manufacturers across the UK say that test drives are as vital as ever, particularly for newcomers establishing themselves and those selling EVs, with which many buyers are unfamiliar.

"The test-drive experience is really important. We want to make the process of buying a car fun again," said Louise Hardman, head of marketing for Polestar.

Because the brand was founded only five years ago, test drives are a key part of its approach - especially in the nascent era of EVs.

Hardman reasoned that Polestar sees it as crucial to offer people a go before they commit to such a significant purchase, particularly when they're unfamiliar with electric driving.

Last year alone, the firm got more than 10,000 potential buyers behind the wheel.

It and others are moving away from using showrooms as a base for test drives and instead are going to where people are, with roadshows and pop-up test drive events in town centres and shopping centres. Taking place across the UK, these events have gone from a bit a novelty to one of Polestar's key sales tactics.

It doesn't have dealerships, just three 'Polestar Spaces' in Birmingham, London and Manchester, which the remote events complement.