Polestar leads premium brand growth in NordEast debut year

NordEast Vehicle Distributors has reported strong first-year performance across its premium electrified vehicle portfolio, with Polestar emerging as New Zealand’s fastest-growing premium brand.

The distributor delivered 1345 units to December 31 2025, including 472 Polestar vehicles – representing 106% growth from 2024. Volvo recorded 534 units, up 40% from the previous year, making it the second-fastest-growing premium brand in the local market.

Geely delivered 339 units while Zeekr contributed a further modest volume as the brand established its presence following launch.

NordEast general manager Dane Fisher says the company’s brands are outpacing the broader market while providing choice and value to ensure electrification and technology remain accessible.

“We set out to change the expectations of what electrification can deliver for Kiwi drivers and fleets, and we are proud of what we have delivered in year one,” Fisher says.

“Launching a new distributor, with new brands in the market, while maintaining the performance of established premium brands is no small task.”

The strong Polestar result included the clearance of significant stocks of Clean Car Discount period vehicles, contributing to the substantial year-on-year growth.

National dealer network expansion

Backed by the Giltrap Group, NordEast launched in August 2025 as the official distributor for six Geely Group brands: Volvo, Polestar, Lotus, Geely, Zeekr and Farizon.

NordEast will open six new showrooms for Geely, Farizon and Zeekr, joining eight existing Volvo, Polestar and Lotus outlets. In total, 14 showrooms will operate nationally through nine dealer partners, covering an estimated 85% of the New Zealand electrified vehicle market.

Key partners include the Giltrap Group in Auckland, Ebbett in Hamilton, Farmer Auto Group in Tauranga, Gazley Auto in Wellington, and Gary Cockram in Christchurch.

Fisher says the strategy is to pair complementary brands outside Auckland to give scale to dealers.

“We’re designing the network so that our brands sit alongside each other rather than being diluted by competitors,” he says.

“Outside Auckland, Volvo, Polestar and Lotus will often sit together, while Geely, Farizon and Zeekr will share facilities.”

Geely gains traction in hybrid segment

Geely has quickly established credibility in New Zealand’s plug-in hybrid electric vehicle (PHEV) market, with the Starray becoming a top-three model in the super hybrid segment following its September 2025 launch.

Fisher says the company has achieved its goals by being deliberate in its approach, offering vehicles at similar prices to competitor internal combustion engine models within the same segments.

“We want to make electrified vehicles more affordable for New Zealanders, and early customer response has exceeded expectations,” he says.

“We have established Geely as a high-value electrified alternative for Kiwi households, demonstrating our commitment to offering low-emission vehicles at price parity with internal combustion engine vehicles.”

Growth targets and 2026 outlook

NordEast expects 2026 to deliver meaningful scale as supply increases and major launches arrive across the portfolio. The company has set a target to deliver 5000 electrified vehicles per annum by the end of 2028.

Zeekr and Farizon are positioned to contribute significantly as availability expands, while a growing network supports continued year-on-year growth. The arrival of the Zeekr 7X in volume is expected to accelerate NordEast’s presence in the premium electric SUV segment.

“The appetite from New Zealand is clear. People want electrified vehicles that deliver on design, technology and value,” Fisher says.

“We’ve proven the portfolio resonates, and we’re heading into 2026 with more product, more supply and a growing national network to support and appeal to customers.”

In six months since launch, the team has built a national retail footprint and taken significant steps towards its ambitious delivery targets, Fisher says.