As a new energy vehicle brand that inherits the genes of volvo luxury brand, PoleStar Automobile once had high hopes by Geely, which was originally Volvo's royal modification factory, and then was acquired by Geely and transformed into a new energy vehicle brand. As the second product of Polar Star Automobile, Polar Star 2 has been touted by many car critics as the existence of Model 3, and models such as Xiaopeng P7 and Weilai are difficult to compare with this car.
Not long ago, Polestar released its 2021 sales data: global cumulative sales of 29,000 vehicles, an increase of 185% year-on-year. When it comes to the Chinese market, it only mentions the year-on-year growth rate of "471%". From January to November 2021, the number of insured vehicles in the Chinese market was only 915, of which the sales volume of the Polestar 2 was 909, while the number of insurance vehicles of the Model 3 in the same period was 252,200. The gap can be said to be one heaven and one underground.
40% off sale no one cares
Polar Star can be said to be born to run to high-end luxury, the first product Pole Star 1, a GT sports car equipped with plug-in hybrid, priced at up to 1.45 million, and then launched the First Edition of Pole Star 2, priced at 460,000 yuan, but these two cars did not rub out too much spark. Subsequently, the new product series of PoleStar 2 was officially launched, with a price range of 25.28-338,000 yuan, and the price was more affordable. From the price point of view, it is obviously benchmarking the Tesla Model 3.
The first version of Polar Star 2 has now been sold at a 40% discount on some used car websites, saying that it is a second-hand car, in fact, it has not been driven on the road, and it is the goods that dealers take directly from the manufacturer, and can enjoy normal after-sales service at Volvo. These cars are basically 40% off or even 50% off on the basis of the original price, but they are still unloved.
Due to the low passenger flow, the Polar Star Space in some areas has even closed its doors, such as Xi'an and Nanjing stores have been closed. In the case that PoleStar Automobile is difficult to meet expectations, Geely Automobile has no choice but to launch the Krypton brand.
Where did Polestar lose?
Pole Star Automobile was once placed high hopes, many car critics after the test drive of this car, but also gave a high evaluation of the design, interior, handling of this car, but why such a strong product, but not to be applauded?
1. Weak brand appeal
From the beginning, the Polar Star brand is running to the positioning of high-end luxury, backed by Volvo's Pole Star, it seems that it feels more superior than other new car-making forces, but in the field of electric vehicles, even the brand appeal of the BBA has been greatly reduced, not to mention the Polar Star behind Volvo.
So far, there are still many consumers, do not know this car brand, and even confuse it with Xiaopeng Car, although Polar Star is backed by the luxury brand Volvo, but the new energy vehicle is a brand new track, Pole Star is obviously underestimated in this regard.
2, the pricing is high
Putting aside the first version, even if it is the Polar Star 2 series on sale, the price range of 25.28-33.80 million yuan is also high, the three models, the entry-level endurance is 485 kilometers, the high endurance version is 565 kilometers, and the official zero hundred acceleration is 7.4 seconds, and 4.7 seconds. Whether it is endurance, performance, space, configuration, design, compared with Tesla and the models of new domestic car-making forces, there is no obvious advantage.
3. The needs of the Chinese people are not considered
Polar star from the beginning is a model for the European market, its design is minimalist, using the Nordic design style inherited from Volvo, the body size is 4607x1800x1478mm, the wheelbase is 2735mm, the rear space is cramped, and there is a large middle platform, many domestic owners are dissuaded from space as soon as they sit in the car.
In the final analysis, the polar star brand from the beginning of the lack of attention to domestic consumers, and its advantages are still the same as Volvo, focusing on safety and materials, in terms of product strength, relative to other products have not shown obvious advantages, in such a situation, pole star sells badly, it is not difficult to understand.