Talking with Roger Jin is to feel the passion of a man devoted to safety, electrification, and paradigm shifts.

After 20 years with Volvo, he became the very first employee of Polestar Montreal in 2020. When Groupe Taddeo Auto acquired the dealership the following year, he was named general manager. Since then, this automotive enthusiast has been steering the growth of a young but already influential brand.

“Polestar used to be Volvo’s performance division, so for me, it was a natural progression,” explains Jin, who has personally owned over 20 vehicles from the Swedish automaker. Today, Polestar is a fully electric brand that carries on Volvo’s legacy. “All our models are designed in Sweden to the same standards of safety, quality, and sustainability. They also reflect the brand’s signature Scandinavian design and European driving experience.”

Built alongside the flagship Volvo Laval location, the minimalist building offers a bright, understated space—somewhere between a museum and an Apple store. The vehicles take centre stage on the showroom floor, while oversized wall frames resemble art more than conventional promotional posters. This calming environment is designed to deliver a premium, modern customer experience, supported by a purchasing process that is simple, transparent, and pressure-free.

All transactions take place online, but “if a customer wants to finalize the purchase in person, we pull out a laptop, go to the website, and make the deposit together,” says Jin. From the outset, “our employees are not salespeople but product specialists. We hire people from customer service or retail, not from car sales. Their job is to guide customers in their decision-making, answer questions, and demystify the electric lifestyle—not to push for a sale at all costs.”

Breaking the mould

Inaugurated in June 2024, the dealership stands out in Polestar’s global network. “We were the largest Polestar facility in the world in terms of floor space and the first in North America to integrate sales, parts, and service under one roof.” While this may be standard for a traditional dealership, it’s unique in the Polestar universe. Unlike other locations that rely on Volvo infrastructure, all operations here are handled in-house—except for wheel alignments, which are done next door.

The traditional offering is supported by mobile services, allowing owners to have their vehicles serviced or repaired without leaving home. “One of my drivers can deliver a courtesy vehicle to the customer, bring theirs back, then return it after service. We can also send a technician on-site for minor repairs. The goal is to save our customers time. And once they’ve experienced it, they never want to go back,” explains Jin. This model also benefits the behind-the-scenes team. “It lets us plan and allocate resources more intelligently.” The result? Happy customers and a fully booked service department that runs smoothly without being overwhelmed.

This flexibility is a major asset for fleet managers. Add to that the ease of maintenance and low operating costs of an EV. Service is only required every 32,000 kilometres or two years—a stark contrast to the frequent maintenance intervals of gas-powered engines. “Even though the tires wear faster due to the added weight, it’s more than offset by the fact that the brakes can last up to five times longer.”

To build this well-oiled machine, Jin convinced several former Volvo colleagues to join him by appealing to their shared vision. “I told them, ‘When will we ever again get the chance to help build a brand from scratch?’ Today, those who followed me speak about it with pride. When they see a Polestar on the road, they think, ‘I was part of that.’”

Like many in the industry, Polestar Montreal has had to deal with the impact of tariffs on vehicles manufactured in China. “We secured a solid inventory of Polestar 2 models before the 100% Canadian surtax took effect. But that stock will be depleted by the end of June.”

Building on strengths

The near future will therefore hinge on a pivot to other models. “We’re now focusing on the Polestar 3, which we have in good supply and is now built in the United States, as well as the pre-owned market. The Polestar 4, whose production has moved to South Korea, is already on display in our Spaces and will be available this fall.” Its arrival will coincide with the opening of a second Polestar facility within Groupe Taddeo Auto, this time on Montreal’s South Shore—a region that accounts for nearly half of the customer base. “By adding five new service bays, we’ll be able to better distribute operations and balance our resources to reduce wait times here in Laval.”

But beyond all the strategies and logistics, the driving experience remains the strongest sales pitch, says Jin. “Test drives have always been our ace in the hole. People show up curious. They leave impressed, surprised by the smoothness, acceleration, and quiet ride. They expect a computer on wheels… and discover a familiar, well-designed, and comfortable vehicle.”

He adds, “A lot of people want to go electric, but not in a way that feels like science fiction. They want something that’s logical—but also reassuring. And Polestar delivers exactly that.”