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 [2][6][10]. Group 1: Business Operations - Polestar has closed its last physical store in China, transitioning to an online sales model, with no direct sales or 4S stores remaining [2][6]. - The closure of the Shanghai store was anticipated due to low customer traffic, with reports indicating that the store had been largely empty for some time [3][4]. - The company claims that while it has closed its Shanghai store, other business operations in China remain unaffected, and customer rights will not be compromised [6][9]. Group 2: Sales Performance - In the first three quarters of 2023, Polestar's sales reached 44,482 units, marking a 36.5% year-on-year increase [2]. - Despite a recovery in overseas sales, Polestar sold only 69 vehicles in the Chinese market in the first half of 2025, indicating significant challenges in local market performance [2][9]. Group 3: Market Position and Strategy - Polestar entered the Chinese market in 2017 with high expectations, initially planning to have over 100 stores by the end of 2024, but has faced a series of setbacks [8][9]. - The brand has struggled with inconsistent product positioning and pricing strategies, which have led to consumer confusion and diminished brand perception [10][12]. - The company has changed its product offerings multiple times, including the introduction of high-end models and subsequent price reductions, which have negatively impacted its market image [11][12]. Group 4: Future Outlook - Experts suggest that for Polestar to regain a foothold in the Chinese market, it must establish a clear product positioning and stable pricing strategy, alongside advancements in smart technology and localized services [12][13]. - The current competitive landscape in the Chinese electric vehicle market is intensifying, with established local brands rapidly innovating, which poses a significant challenge for Polestar [12][13].
实探｜从对标特斯拉到门店“清零” 入华8年极星汽车折戟