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 online sales to adapt to the rapidly changing consumer demands in the market [1][2][6]. 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 [1][2]. - The last store, located in Shanghai, had seen a significant decline in customer traffic, leading to its closure after a series of operational adjustments [2][5]. - Polestar's sales in China for the first three quarters of 2023 reached 44,482 units, marking a year-on-year increase of 36.5%, although sales in the Chinese market have been notably low, with only 69 units sold in the first half of 2025 [1][6]. Group 2: Market Position and Strategy - Polestar entered the Chinese market in 2017 as a joint venture between Volvo and Geely, initially aiming for a high-end electric vehicle segment but has faced challenges in maintaining its brand positioning [6][8]. - The company has experienced fluctuating product positioning and pricing strategies, which have led to consumer confusion and impacted brand perception [8][9]. - Despite a strong performance in overseas markets, Polestar's ability to adapt its global strategies to the Chinese market remains critical for its future success [7][10]. Group 3: Future Outlook - Experts suggest that Polestar must establish a clear product positioning and stable pricing strategy to regain traction in the competitive Chinese electric vehicle market [10][11]. - The current market dynamics indicate that Polestar has limited time to adjust its strategies, as the electric vehicle sector in China is rapidly consolidating, and any missteps could lead to its exit from the market [11].
从对标特斯拉到门店“清零”，入华8年极星汽车折戟