Core Viewpoint - Polestar, once a competitor to Tesla, is undergoing a significant adjustment in its operations in China, closing all physical stores and shifting to an online sales model [2][10][16]. Group 1: Business Operations - On October 13, Polestar closed its last physical store in China, transitioning to an online sales model without any direct sales outlets or 4S stores [2][10]. - The last store, located in Shanghai, was found empty with no lighting or vehicles, indicating a complete withdrawal from physical retail [3][6]. - Polestar's sales in China have drastically declined, with only 69 vehicles sold in the first half of 2025, despite a 36.5% year-on-year increase in total sales to 44,482 vehicles globally in the first three quarters of 2023 [4][10]. Group 2: Market Position and Strategy - Polestar's entry into the Chinese market in 2017 was marked by high expectations, aiming to establish a premium electric vehicle brand, but it has faced challenges over the years [14][19]. - The company has experienced fluctuating product positioning and pricing strategies, which have led to consumer confusion and a decline in brand perception [19][24]. - The introduction of various models, such as the Polestar 1 and Polestar 2, has seen significant price adjustments that have affected consumer trust [20][21]. Group 3: Future Outlook - Experts suggest that Polestar's reliance on online sales may not support its high-end brand positioning, and the effectiveness of this strategy remains to be seen [17]. - The company must leverage its global experience and the support from its parent company, Geely, to navigate the competitive landscape in China [18]. - With the Chinese electric vehicle market entering a consolidation phase, Polestar needs to establish a clear product positioning and stable pricing strategy to survive [24][25].
实探｜从对标特斯拉到门店“清零”，入华8年极星汽车折戟