Call for change

As governments around the world strive to reduce carbon emissions, the electric car market is gaining momentum.

To compete, Polestar, founded by automotive players Volvo Cars and Geely Holding, needed to boost its agility in the market and create an elevated customer experience prior to the summer 2020 launch of its latest all-electric vehicle, the Polestar 2. To do so the company would require a new approach to geographic expansion as well as a reimagined customer journey.

The objectives were clear - Polestar needed to gain global scale, rolling out vehicles in China, North America and Europe, all while maintaining local relevance. In Europe and China, sales would be handled direct-to-customer.

In North America, Polestar sales would happen via traditional dealer franchises. Before partnering with Accenture, Polestar struggled with fragmented systems and siloed views of its customers, creating a disconnect between sales and marketing.

Given Volvo Cars’ past success with Accenture and Salesforce, Polestar also turned to Accenture to help implement the Salesforce platform.

The difference this time: Polestar needed an entirely new Salesforce platform in just five months in order to successfully launch the Polestar 2.

When tech meets human ingenuity

Accenture set up a series of design-thinking workshops to scope the Salesforce platform for Polestar, effectively reimagining everything from marketing, to sales, to aftermarket service. Through the initial design of the platform, Accenture’s role was to go beyond “standard implementation,” and create new ways of driving transformation.

Achieving this level of transformation involved creating a cloud-based Salesforce platform including Service, Sales, Marketing and Community Cloud all to ensure the seamlessness Polestar needed to operate across geographies and functions. The approach laid the groundwork for a hyper-connected partnership and engagement including expertise from Accenture’s Technology, Strategy and Consulting and Interactive disciplines.

How does that translate in reality? Sales lead generation becomes much leaner, more efficient. Aftersales becomes more personalized—in North America through retailers and in Europe and China through direct-to-consumer contact.

The capabilities delivered through the implementation now allow Polestar much greater control and coordination when it comes to customer outreach. For instance, when new products are released, instead of getting multiple communications from a variety of partners, customers receive coordinated updates as part of a synchronized marketing and sales journey.

Salesforce engenders a level of transparency that puts Polestar in the driver’s seat when it comes to contact, helping connect the brand directly to its customers.

A valuable difference

With the advent of Salesforce, Polestar has elevated the brand and what customers expect of it.

The seamlessness enabled by the cloud-based solution puts the company in pole position when it comes to winning in the hyper-competitive electric car marketplace. It also enabled a 360-degree customer view, allowing for a much higher degree of personalization in marketing and aftersales.

The Salesforce platform also allowed the company to race forward when it came to volume sales: Polestar processed nearly 30,000 orders in 2020 alone. The number of Salesforce users has grown from 40 after the go-live in January 2020, to over 200 by the end of August. The successful project has paved the path for continued transformation for Polestar.

As consumer expectations rise, the automotive industry continues to anticipate their evolving needs by creating seamless experiences—from sales to aftermarket service—enabled by cloud technology.

"What’s remarkable about Accenture is their ability to team with us at Polestar. Throughout the process, they were transparent when there were challenges that needed to be addressed."

— Axel Sundqvist, Head – CRM, Polestar

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