More than 300,000, extended-range hybrid, six/seven-seater, large color TV, do you think I'm going to say ideal? No, I'm talking about the Polar Stone.
Polar Stone is a very young start-up brand, and even those who are familiar with cars probably only know that it is a brand that suddenly popped up last year or the year before last.
Chang Jing is one of the founders of Extreme Stone, and there are probably more people who know about his other company, Roborock, a company that focuses on smart cleaning appliances for home use, and its main product is sweeping robots. This is another example of crossover car building, but is it a successful one? It's hard to say for the time being, after all, monthly sales of less than 1,000 units are hardly convincing enough.
In fact, the product power of Polar Stone 01 has no obvious shortcomings, and it is even stronger than the ideal L8 with a similar price in some aspects.
Take the off-road of Polar Stone 01 as an example, Changjing itself is a person who likes off-road, so he hopes to integrate some off-road elements when building a car, and the Polar Stone team finally aimed at the relatively blank market between urban SUVs and off-road vehicles, and built a car with off-road, outdoor attributes and can completely take into account the family.
It can be said that the polar stone 01 has both off-road shape and off-road reality, the square and tough shape is just in time for the rise of the "square box" SUV trend, approach angle, departure angle, ground clearance, wading depth and other hard indicators related to passability are more prominent, 56 degrees of large battery, 70 liters of large fuel tank and one-key camping, camping sentry mode and other functions are obviously prepared for outdoor scenes, the original factory even prepared roof tents, mobile dining bars and other options.
Returning to the essence of household use, Polar Stone 01 is also very good at stacking materials. Polar Stone 01 car length of more than 5 meters, wheelbase of 3010mm, the size and ideal L8 is equivalent and the addition of a seven-seat version, after folding down the second and third rows of seats, the mattress can be laid and form a larger storage space, the second row of the six-seat version is two luxurious zero-gravity aviation seats, the ideal "proud" rear row color TV is also borrowed from Polar Stone 01.
In terms of power, the Polar Stone 01 is also surprisingly similar to the ideal L8. The 1.5T range extender of the two cars comes from the same supplier, and the Polar Stone 01 is also equipped with dual front and rear motors as standard, with a combined output of 350kW/740Nm, and the acceleration is slightly slower but also reaches 5.5 seconds. Thanks to its larger battery capacity, the CLTC has a range of up to 282 km, which is more than enough to serve as a low-cost daily commute.
Because of the relatively high similarity with the ideal L8, some people use the "off-road version of the ideal L8" to describe the polar stone 01, which can be regarded as an affirmation of its product strength. The ideal can sell so well, doesn't it rely on the price of 300,000 yuan to give you large space, high configuration, and oil and electricity? The Polar Stone 01 is just as good and can do even more things, such as off-roading.
Purely from the perspective of product power, the cost performance of Polar Stone 01 is no worse than that of the ideal L8, so the sales volume is not theoretically like this? Ideals can succeed, like ideals can succeed?
For Polar Stone, the biggest problem at present is that the sense of presence is too low, even people in the automobile circle may not know about this brand, and there is very little news about Polar Stone on the Internet.
Polar Stone does not seem to have made any efforts in product promotion, except for a wave of centralized media test drives when it was first listed, it has not seen a wide range of exposure, and there are few advertisements on social media or car portals, and the only impression is that it sponsored a variety show that is not very popular, and the money was not spent but did not have an effective publicity effect, and the money was burned in vain.
As it is now, just relying on the development hall in the shopping mall is basically equivalent to putting it in a bad place, and the first thing to do is to carry out effective delivery, first open up the popularity, and then sell the product.
For consumers, even if they know the brand, why not choose the ideal brand with a much louder brand and more sales at a similar price? Especially as soon as I witnessed the suspension of production of Gaohe, people gradually found that buying a brand without a background with hundreds of thousands of dollars is undoubtedly equivalent to gambling, even if there are many fresh features, but the price of trying it out may be very high.
The starting price of Polar Stone 01 goes to 349,900, which is a risky price for a little-known start-up brand, and there are already benchmark products such as ideal L8 in the market, no matter how strong the off-road attribute is, it is always a non-rigid product point, and it is not enough to convince consumers that it may be the most realistic way to cover the brand weakness with price advantages.
In addition to considering the overall price reduction, Polar Stone may want to launch a low-range version and streamline some non-essential features, such as eliminating the rear screen and replacing it with a traditional mechanical suspension, to attract users by reducing the entry price while retaining the core experience.
The first product of Polar Stone has a relatively high level, and the unique positioning, than the city SUV can be off-road, and more family than the hard-core off-road vehicle, but unfortunately to sell well not only to build a car but also to sell a car. There is no problem with Jishi's products, and the sales volume is not up in the final analysis is a marketing problem, and if this is not solved first, Jishi may have been trapped in an embarrassing situation.
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Legal adviser
Beijing Weiheng (Fuzhou) Law Firm, Lai Chenglong, lawyer