Focus Overview
Transformation is the most urgent task for every traditional brand facing new competitors. Therefore, in order to fight against new force brands, traditional car companies have launched new brands with stronger competitiveness. Due to the constraints of traditional enterprises, these new brands currently perform slightly worse than new force brands such as WmAuto and Xpeng. Among them, the worst performance is undoubtedly from Polestar.
Currently, the best-selling model for Polestar is the Polestar 2, but its end performance is out of control and there is no sign of improvement. Regarding this, we have previously reported and made some suggestions to Polestar- “Why is Polestar being rubbed on the ground by Tesla/Xpeng even at a 40% discount for Polestar 2?“.
On the new force brand risk list for March, Polestar delivered 125 vehicles, with a cumulative delivery of 444 vehicles this year, a decrease of 13.19% from the previous month. Meanwhile, the new force brands as a whole grew by 94.62% year-on-year in March, and Polestar seriously lagged behind the market. In addition, excluding the yet-to-be-delivered IM, Polestar ranks last among 18 brands.
Regarding Great Wall’s new energy brand positioning, Polestar is positioned in the high-end new energy market, similar to JiKe. The former was established in 2017, and the latter was established in 2021, but their performance differs greatly, which also means that Great Wall must choose between Polestar and JiKe. Obviously, Polestar will be the one to be abandoned, it’s only a matter of time.
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.