Looking back at the eve of the Guangzhou Auto Show in mid-November, the Polestar 4 officially lowered the ** to less than 300,000 yuan, and at the same time, after the matching of the rights package, the price went to 29990,000-39990,000 yuan, you know, this "new car" was sold for 34 when it was first unveiled at the Shanghai Auto Show at the beginning of the year980,000-53380,000 yuan, and now the official price has been reduced by nearly 50,000 yuan, with a maximum price reduction of 13390,000 yuan.
Although there seems to be no problem with this, many brands have made price cuts in the face of various involutions in the domestic new energy market, the purpose is also to make the product more able to cater to the market and diversified consumers, so it is understandable that Polestar 4 has significantly reduced prices in order to open up a wider market. But can this price compete with the Polestar 4's product power?
The exterior design uses a family-oriented Scandinavian design style, which is good to look at and not to see. The maximum range is 682km, the single motor is 272 hp, the dual motor is 544 hp, the rearview mirror is flowing, CDC shock absorption, 22-inch forged wheels with Brembo calipers, L2 driver assistance system, Nappa leather seats, 129 panoramic canopy, 9 planet-themed color ambient lighting, three-zone air conditioning, Harman Kardon audio, rear backrest adjustment, etc., at the same time, the Polestar 4 is equipped with a newly developed and full version of the Polestar OS operating system, and also integrates the intelligent interaction logic of Flyme Auto, and the intelligent interaction of the cockpit is taken to the next level. But despite this, it is still difficult to compete with Tesla Model Y of the same level, not to mention the Zeekrypton 001 from the same door, comparing parameters, the battery capacity of Polestar 4 is not as good as that of Zeekrypton 001, and even the space that Chinese people value most is not as large as Zeekrypton 001, and the most important thing is that **Extreme Krypton 001 is much cheaper than Polestar 4.
What's more, everyone for Polestar 4, in the ratings and evaluations of each **, but only a few, some even have no ratings, with such a good configuration of the new car, but everyone seems to know this car at all, even the sales volume can not be known from the Internet, if you don't know the car market, people who see this car may think that the new car is still preparing to debut.
In fact, not only Polestar 4, but also Polestar's overall sales data is also in a very sluggish situation. According to third-party data, Polestar sold only 2,080 units in China in 2021, 1,719 units in 2022, 879 units in January-October 2023, and only 40 units in October.
Polestar's sales are weak, and the overpricing of the model is a reason, take the earlier Polestar 3, which is positioned as an ultra-luxury pure electric SUV, with a pre-sale price of 880,000-1.03 million yuan, such a high ** in the domestic market has been able to buy a more cost-effective model than it, even after half a year on the market** range adjusted to 6980,000-7980,000 yuan is also irretrievable, and the delivery of new cars has been delayed to next year due to "limited production capacity", and the long window period has also led to the loss of too many orders.
Second, the product layout matrix of all Polestar models is not rich enough for the domestic market and lacks awareness, and the pricing of each model is also very confusing, with more than one million at one time and 300,000 at one time.
In addition, it was also found that in the second-hand market of a certain platform, Polestar models are sold for about 100,000 yuan or even lower at a very low *** A Polestar 2 with a kilometer of about 10,000 yuan or even lower, and the price of a quasi-new car is only 200,000 yuan.
The brand value is too low and the depreciation rate is too high, so that many car owners and consumers are persuaded to quit. On the eve of the auto show, Polestar also announced a comprehensive cooperation with Tesla, becoming the first batch of partners to share the supercharging network with Tesla in China, and also the first batch of Tesla's whitelisted model brands in the Chinese market, where Polestar owners can charge at Tesla's open stations. Imagine how Tesla owners feel when they see their Polestar vehicles being charged at their own charging stations, and what was originally a Tesla place is now being shared. Polestar doesn't have its own charging station?No, Polestar plans to complete the construction of 60 charging stations in the first quarter of 2024, but with such a small number of models, is it necessary to spend money on charging stations?
Automobile network review: the model positioning and ** is too chaotic, the product power is too mediocre, the cost performance is insufficient, the product iteration time is too long, and the delivery window is long, these problems are particularly important for Polestar Auto, if you want to better win the hearts of domestic consumers, you must solve the problem from the root as soon as possible, and at the same time deal with the domestic new energy market that is changing rapidly.