As more and more electric players enter the game, the competition in the new energy market is becoming more and more fierce, and the fast pace of pushing out new and the iteration of the inner volume that cannot be respite not only spurred the head car-making forces to move forward, but also accelerated the progress of the marginalization of the market of the folding car companies. Volvo's high-end pure electric car brand, Polestar Polestar, is now in a dilemma.
Polestar's new energy market in China is considered to be early in the morning and catch up with the late set.
Ta was originally Volvo's high-performance sequence, and then began to transform electric vehicles after independence in 2017, and opened the booking of the first model Polestar 1 in the same year, when the top three car manufacturers had just started, and Tesla's first Model 3 had just been delivered. At that time, the Pole Star, which had Volvo's endorsement and technical precipitation, could have taken the lead in opening the electric dynasty, but the procrastinating rhythm made its early advantages go to waste, and the 2017 booking was not until 2020 to open the first batch of deliveries, 4 years of accompaniment, in exchange for just whitewashing its own brand tone.
The later launch of the volume model Polestar 2, still did not shoulder the heavy responsibility of the rise of the brand. This model, which was considered to be a "strong competitor of Tesla" at the time of listing, was only 909 units in the insurance number from January to November this year, which was less than a fraction of the performance of the Model 3 in the same period. The recent rumors of the "40% off" sale of the first version of the model by the online car dealer undoubtedly make the Pole Star 2, which is already in prison, even worse.
The defeat of Polar Star 2 is actually caused by a variety of factors, the pricing is too high, the design is too fuel-based, the "oil to electricity" public opinion of the CMA platform, the electric field does not show the core competitive advantage, the performance of the same level of endurance does not occupy the advantage, the frequent quality recall events and so on. In the face of these deficiencies, even if there is the ultimate driving texture as the bottom, it is obviously powerless to return to the sky.
So in our eyes, the Polestar polestar, which did not step on the right beat and led to the continuous cold in the market, was gradually covered by the aura of new players in the endless electric market and faded out of the public's vision. For some car companies, perhaps this is the ultimate destination of powerless struggle, but for Polestar, which has been driven to lengthen, this flat period undoubtedly allows TA to think more calmly about its brand positioning, values and products that fit the concept of technology.
So it's not unreasonable to say "real Polestar, start with Polestar 3".
The Polestar 3 is Polestar's first SUV and the first model to be produced simultaneously in China and the United States, based on the SPA2 on the same platform as Volvo's new generation XC90, and has a stand-alone design in power. It will be equipped with top-of-the-line LiDAR sensors from technology company Luminar and processing chips from NVIDIA to support its automatic driving assistance system. It is reported that the car will be officially introduced to the market in 2022.
In addition, the Polestar 4, which is lower in pricing and size than the Polestar 3, is a pure electric crossover mid-size SUV, and the future benchmark model will be a luxury brand mid-size SUV such as porsche Macan EV. In 2024, Polestar will also release a high-performance pure electric 4-door GT coupe Polestar 5, in order to further enhance the brand positioning and build a new product moat in the field of high-end luxury electric.
While improving the product matrix, Polestar is also constantly deepening and breaking through new energy technologies, highlighting its brand advantages through core technology competitiveness. For example, in terms of motors, Polar star said that the next generation of P10 motors currently under research has a level of 450kW, it is reported that the current mainstream trams in the European and American markets with motors are 150kW, if successfully developed, the super triple performance output is really a big killer; and the future or will be equipped with 800V battery system, which has a super charging ability, in an ideal state will also make people truly appreciate the convenience of "charging like refueling".
Polestar 1/2 in the market did not achieve the expected results, and did not affect the strategic layout of Polestar in the future, Polestar 3/4/5 still chose the high-end electric market as the starting point, but in order to achieve a tenfold leap in sales in 4 years, from 29,000 in 2021 to 290,000 in 2025, polestar to face the problem is far more difficult than imagined.
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