Recently, the Internet exposed the news that PoleStar's models were sold at a 40% discount on the second-hand platform. The seller interviewed claimed that it could not be sold through the store, but could only be sold through a subtle way, and this obscure way refers to the second-hand e-commerce platform.
It is reported that the Polar Star 2 sold on the second-hand e-commerce platform is still on sale, and the manufacturer's guidance price is 252,800 to 338,000 yuan. From this price point of view, its benchmark model is the Tesla Model 3. However, unlike Tesla, the model 3 is now difficult to find a car, while the PoleStar 2 is sold at a 40% discount on the second-hand e-commerce platform, and the market position of the two cars is in stark contrast.
Why does the Polar Star sale still no one want it? We have to start with the Polar Star brand.
[1] In 2017, the Polar Star brand was established, and in 2019, PoleStar 2 was listed
The Polar Star brand, a brand born in 2017, is a high-performance electric vehicle brand jointly owned by Volvo Car Group and Zhejiang Geely Holding Group. That year, the PoleStar 1 was launched, a plug-in hybrid model priced at 1.45 million. This car is not a model for the general public. So the sales volume can be imagined. The one who really shouldered the burden of sales was polaris 2. The car is the model launched 2 years later in 2019. Thanks to Volvo's technical support, the Launch of PoleStar brand models is fast and has good product quality. For start-up brands like Tesla, when there are various user complaints due to quality control problems, we rarely even see user complaints from the Polar Star brand.
[2] The biggest disadvantage of the Polar Star brand is that it is too much like Volvo
What is the biggest disadvantage of the Polar Star brand? I think it's too much like Volvo, and it doesn't reflect the characteristics of a new brand at all. Why do Polestar models resemble Volvo? In addition to the need for Volvo's technical endorsement because of the establishment of the new brand, another big reason is to save development costs and get the model on the market as soon as possible. After all, the brand that was born in 2017 is later than the new domestic car-making force Weilai Automobile.
However, being too similar to Volvo has also become a big problem for the Polar Star brand, after all, users will think that Volvo is not as good as Mercedes-Benz, BMW, Audi in luxury car brands, and is a second-tier luxury brand. So why does Polar star become a first-line pure electric vehicle brand? Isn't it as good as Tesla? So many people don't test drive anymore, and they don't pay attention to it. There was no interest in PoleStar at all.
Another important reason is that people who buy pure electric cars need to have a sense of identity, a sense of being different. Buy Tesla, Weilai, ideal have this feeling, because they are from scratch, brand new brand, brand new model. But Polestar is different, not only the exterior and interior are very similar to Volvo, but even the platform is a CMA platform jointly developed by Geely and Volvo.
As we all know, a best-selling pure electric vehicle, the most important thing is the exclusive platform for pure electric vehicles, and the CMA platform is a fuel platform that takes into account pure electric platforms. On this platform, many Geely Automobile family models were born, such as Lynk & Co 01~05, Volvo XC40 and so on. Most of them are still fuel vehicles. Therefore, users will feel that Polar Star is a model that belongs to "oil to electricity", and the sense of exclusivity and high-end is suddenly gone. Therefore, it also leads to users not being interested in Polestar.
[3] If the Polar Star brand wants to be reborn, it must first learn to be independent
As a brand new car brand, it can't be smooth sailing. Ideally, Weilai, Xiaopeng, these domestic car-making new power companies are also stumbling. If the Polar Star brand wants to be the same as its own positioning and become a high-performance pure electric vehicle brand, it needs to learn to be independent, independent research and development, independent design, and go out of its own style from now on, otherwise, it is difficult to say that the 60% discount will not repeat itself in the future.