In 2021, Polestar sold 29,000 vehicles for the whole year. However, it should be noted that this data is based on the world, if you only look at the data of the Chinese market, the official did not give an accurate answer, only indicating that the year-on-year growth rate of 471% was achieved. Based on the sales volume of 365 vehicles in 2020, the sales volume of Polestar in the Chinese market in 2021 is about 2084 units.
Let's look at Porsche's data. In 2021, Porsche will sell around 300,000 units worldwide and 95,700 units in the Chinese market. Compared with Porsche, Polestar has a 10-fold difference in size in the global market and a 46-fold difference in size in the Chinese market.
Of course, this statistic does not stop Polestar from seeing Porsche as a competitor.
As early as last October, Polestar issued an announcement that it will be listed in conjunction with Gores Guggenheim, a special purpose acquisition company (SPAC), and the estimated valuation of the combined enterprise is $20 billion", and in the PDF file prepared for investors, it can be seen that in addition to Polestar 1 and Polestar 2, the subsequent Polestar 3, 4 and 5 will be launched without a clear price, but the competitors are Porsche Cayenne, Cayenne Petit, and Paramela.
Interestingly, judging from the selected competitors, polestar 4 is positioned lower than Polestar 3, and Polestar 3 is positioned higher than Polestar 2. Why this operation occurs, we have no way of knowing.
However, compared to this positioning, what is more questionable is why Polestar regards Porsche as a competitor. In terms of luxury, the Polestar 2 model is enough to make the entire brand fall into the dilemma of difficult to raise the brand image. Obviously, Polestar's positioning from the beginning was somewhat confused, Polestar 1 was unattainable, the market performance was also extremely poor, and at the same time it needed to have the support of sales and a source of profit, so it launched a cheap Polestar 2. Of course, the final situation is not very optimistic.
The strange thing is that in fact, Polestar 2 is priced at about 300,000 yuan, and the extreme Kr 001 is also priced at about 300,000 yuan, but it has a very high volume and good sales, although the two models are not the same level, but the pole star brand is luxurious, the extreme krypton brand can only be regarded as high-end, the situation is so disparity, can not help but speculate about the reason.
Auto network review: lack of luxury, lack of brand power, and a riot operation
The problem of Polar Star may not be whether the product is strong or not, but whether the brand influence is large or not. Initially launched Polestar 1, but failed to achieve better publicity, and then continued to seek profits, the launch of the complete lack of luxury attributes of Polestar 2, such a riot itself makes people feel a little "this brand is strong to survive" flavor.
Moreover, the Polar Star brand originally lacks precipitation, under the premise of lack of precipitation, it has fallen into crisis in just a few years, who would be willing to choose such a brand?