IAUTO
Speed Depth Attitude
Introduction |
2022/01/30
No matter how self-consistent the change of industry is, Polar Star will engrave its own ideas with its own dedication and thinking about the advent of electrification.
Author 丨 Cao Jiadong
Responsible editor 丨 Cui Liwen
Editor 丨Zhu Jinbin
When the curtain fell in 2021, the development of global new energy finally entered a virtuous circle after several years of pain. Taking the pure electric route as the main direction of future attack is no longer the consensus of the industry pioneers, and what it represents has become the position of everyone in the entire industrial chain. From emerging car companies to traditional giants who choose to actively transform, there is no exception.
And this year, when China's new car-making forces gradually returned from the dying god, Toyota Akio also had to stand in front of 15 electric vehicles, to meet the seemingly distant, but close to the era, for Polestar, from the beginning of the exploration and temptation of the future, so far more and more show the trend of thick accumulation, 2021 has also become an inflection point to witness its maturity.
On the one hand, the annual sales performance of 29,000 vehicles in the world is summarizing the past of Polestar, and the channels for increasing to 19 overseas markets have been opened, making Polestar the only world-class new energy vehicle company after Tesla. On the other hand, the three brand new models that will be unveiled in the next three years will quickly improve the Product Line of Polar Star, and will also provide strong support for them to broaden the market after the IPO.
Polar Star has never been a quick-fixer. The rise of the new energy industry has allowed all the participating enterprises to taste the existing dividends, but it is clear that compared with most emerging forces, in the market grinding for more than a year, the brand intention of "originating from Northern Europe, born in China, but focusing on the world" still makes Polar Star have a different attitude from people.
In the first full delivery year, PoleStar delivered on its promise
It is said that the development of new energy in 2021 is in a stage of extreme differentiation. Under the crazy offensive of Tesla and other leading car companies, "driving hand in hand" has become the luxury of many peers. With a large number of technology companies coming in, whether the industry boom is true or not, the hidden undercurrent has caused an unprecedented impact on everyone.
Some people are anxious about survival, some people are worried, and naturally some people are full of ambition.
In 2021, the full delivery year, Polestar sold approximately 29,000 units worldwide. This figure can far exceed the 11,348 and 20,565 vehicles handed over by WEILAI in 2018 and 2019 respectively, which not only shows that when the global auto market began to transform into the EV era, backed by the previous accumulation in the field, Polestar still has a more detailed plan and a positive side of seeking rapid development.
It also means that from the debut of the first hybrid GT sports car, the Polar Star 1, to the official completion of the first stage of delivery of the Pole Star 2, Pole Star seems to have not aligned with most of the new car-making forces and embarked on a radical expansion path. But in fact, with the rapid change of the times has far exceeded the imagination of ordinary people, Pole Star has long laid out the future.
Moreover, with the opening of the pre-sale of Polestar 2 in the Korean market on the 18th of this month, and in the following week, the booking volume will be increased to more than 4,000 units, we can more and more draw a conclusion, when the new energy industry has experienced confusion, dormancy and restructuring and other thresholds, it is difficult to build a development path, as a car company that will look at the global market, Polestar has long learned not to bow its head because of the vested interests in front of it.
Take your vision for the longer term. From marketing methods to product iteration, and even the construction of circle culture, it is only the foundation, and only by emphasizing more forward-looking design and paying attention to sustainable development strategies will it become more and more powerful and fearless in the future industrial torrent.
As the thinker Emerson said, "A great soul always strengthens thought and life."
Since it was decided from the beginning of its birth to stand on the cusp of new energy development, originating from Northern Europe, but different from Volvo's brand image and product tone, but also determined the need for a longer cycle of preparation, then, in these various moves that fall into 2021, the hidden inside polar star will undoubtedly be a real upward force.
Remember, Chris Harris, the host of BBC's Top Gear, who pocketed Polestar 1 last year, once said, "It's the smartest car I've ever driven." Beautiful, rare and interesting at the same time, it is also its reality that made me choose it. ”
I'm sure that even in the face of the world's largest number of potential users, Polestar has already done more than itself. From Europe to North America to China, the consumption boom in various regional markets, Polar Star is just using a rhythm that is most suitable for industrial development. Abandon impetuousness, no need to drink and quench thirst, it is all about impartially stepping on every node of development.
Up to, in the face of the entire industry, willing to publish the carbon emission data of its products throughout the life cycle, aiming to implement the "Polestar 0 plan" to eliminate all carbon emissions in the entire supply chain and production process; down, its products have won numerous awards around the world, with Chinese consumers no longer "accelerating the body feeling" as the only criterion for evaluating luxury electric vehicles, Polestar officially launched the Polestar 2 single motor long-endurance version model to the market in 2021, all because of this.
Polestar 2 wins "Golden Steering Wheel Award" at one of Europe's most prestigious automotive awards
In fact, in the change of the new energy industry, we are the least willing to see that in order to build a new ecology, there are always people who try to stop. However, the outside world needs to understand that in the face of Tesla's blockade, it is necessary to use the huge potential of the Chinese market to form a closed trend, and also look forward to the birth of a new force that can compete with it from all dimensions.
Polar stars are imperative, and they are not to be tolerated.
3 years 3 cars, 2.0 era of Polar Star
Back on October 17, 2017, Polestar announced that it has become a new, independent high-performance luxury electric vehicle brand, and everyone will find that this brand that has been reborn after returning from the arena is no longer the "violent elements" who once had only gasoline in their blood, but has become a new "spoiler" in the booming global new energy market.
Looking back at 2021, the unprecedented enthusiasm of the new energy industry has indeed changed the world. Polar star in the in-house has indeed faced many challenges, extending from the product level to the entire production and marketing process.
However, according to the data analysis of industry-leading research institutions, the luxury electric vehicle market will maintain a compound growth rate of 29% in the next few years until 4.9 million units in 2025. We will have reason to believe that the polar star at this time will be estranged from the dazed and unprepared, close to the market, or close to the future with doubts and incomprehensions.
As early as April 15 last year, Polestar announced that it had obtained $550 million in financing, and all investors were long-term financial investors, marking the affirmation and support of domestic and foreign investors for Polestar's products, brands, industrialization delivery capabilities, financial performance and goals, and the realization of high-speed growth potential. Six months later, Polestar announced the signing of a business merger agreement with Gores Guggenheim to seek a listing on the NASDAQ, presumably due to long-termism.
The outside world always says that making the new energy industry bigger and stronger is a systematic project that consumes huge resources. Therefore, for Polar Star, it will be a blessing to be able to obtain the favor of the capital market from any point of view.
After all, in this stage where the brand is still on the rise, PoleStar needs to take advantage of the strength to express its position to the world at the same time, to better anchor its brand image in the global market, to adapt to potential users with different needs. From the construction of channels, the construction of service systems, and even the linkage of energy replenishment systems, it will also be a protracted battle that tests mental strength and financial resources.
Ten years of drinking ice, hard to cool the blood. Indeed, the surge of the new energy vehicle market in 2021 has indicated that its market development has shifted from policy-driven to market-driven new development stages, showing a good development situation in which the market scale and development quality are both improved.
In this context, when Polestar, with the support of geely holdings and Volvo Car Group, expands its sales and service footprint to Europe, Asia Pacific and North America, and actively seeks external financing, its ultimate goal is to shape Polestar into a threat to Tesla and can stand on the cusp of the electrification wave.
Back to the product side, if It is said that Polestar has completed the initial precipitation of the market through the hard output of Polestar 2 in the past year, then, whenever looking forward to the future, it is said that the early exposure of Polar star 3, Pole Star 4 and Pole 5 is the introduction of its new platform, new technology and new design concepts, I think it is better to regard their emergence as the accurate and sensitive feedback of the Polar Star brand to market changes.
Ostensibly, polestar 3 developed on the SPA2 platform and Polestar 5 evolved from the concept car Precision, and Polestar 4 developed on the SEA-based platform have the same pedigree as Volvo. From the product positioning of the three to benchmark Porsche Cayenne, Macan and Panamera, it is not difficult to read that Polestar looks forward to combining the advantages of a new round of development concepts, leading HMI human-machine technology and high-level automatic driving systems to create a "new luxury" in the era of electrification.
Moreover, as Thomas Ingenlath, global CEO of Polestar, has always believed, "Adhering to sustainable development is the wind for realizing value in the future." ”
Officially launching the new design language shown by Polestar Precision, continuing to implement the use of sustainable pioneer materials, and trying to build a full-link digital service experience, Polestar's pursuit of new energy development will eventually bring a feasible direction to the transformation of the entire automotive industry.
Yes, no thoughts about the past, no fear of the future. Committed to reducing the environmental impact of business models and products and achieving climate neutrality as soon as possible, Polestar has to do far more than the output of the product side. But it is precisely such a polar star that, in the past year, has made more consumers understand what is the most authentic side of new energy vehicles.
We can't deny that choosing a pole star will lose some of the sensory stimulation brought about by luxurious stacking and showmanship. However, for all those who love nature and hope to convey the true meaning of the "people-oriented" industry to everyone around them, they can always find that the charm of Polar Star is to create a promising future for your and my world in the most appropriate way.
In short, no matter what kind of achievements fall in 2021, facing the future, I don't know what risks are waiting, it can't be changed, Polar Star is a "century-old entrepreneurial enterprise". Not only the inheritance of Volvo Car Group's nearly 100 years of automotive engineering experience, but also the strong resource support of the parent company's two major groups, it is bound to imply that when the argument to defeat Tesla is no longer "obsession", the powerful Polar Star will shoulder a new mission. The rapid growth of the opponent, in addition to allowing Polestar to know himself more clearly and interpret the market, can also understand the true meaning of the phrase "under the test, the opportunity is always left to those who are prepared".
| Cao Jiadong |
Gasoline running in the blood,
Only fast is not broken!