Group 1 - Polestar has closed its last remaining direct store in China, located in Shanghai, as part of a strategic adjustment to better align with the rapidly changing consumer demands in the Chinese market [3][6] - The company is shifting to an online sales model, allowing consumers to access product information and complete purchases through digital channels [3][6] - Polestar, a Swedish high-end electric vehicle brand, was acquired by Geely under Volvo in 2015 and entered the Chinese market in 2017, launching several models including Polestar 1, Polestar 2, Polestar 3, and Polestar 4 [3][4] Group 2 - Polestar has faced significant challenges in establishing a clear and recognizable brand identity in China since its entry, with a wide pricing range from 1.45 million RMB for Polestar 1 to around 250,000 RMB for Polestar 2 [8] - The brand's unclear positioning has led to consumer confusion regarding whether it competes as a luxury performance brand or a cost-effective electric vehicle brand [8][9] - The company has struggled to differentiate itself in the competitive Chinese market, failing to establish a strong technological narrative or emotional connection with consumers [9][10] Group 3 - The Chinese electric vehicle market has become increasingly competitive, with companies engaging in price wars and upgrading configurations to attract consumers [10] - Polestar has experienced instability in its leadership, changing its China region head six times in six years, which has contributed to a lack of coherent strategy and operational efficiency [10] - The company needs to optimize resource allocation globally and strengthen its competitive advantages to succeed in the international electric vehicle market [12]
极星汽车关闭最后一家中国门店，知名新势力这是怎么了？