In 2024, this car brand sold only one car in China in an entire year. The brand is called Polestar. Many people may have never seen it on the streets, and the chances of encountering one are as rare as spotting a Lamborghini on the road, perhaps even lower. I’ve driven this car, and my first impression was that its exterior design is quite thoughtful, and the chassis tuning is well done. But here’s the problem: it lacks many features that Chinese consumers care most about. For instance, voice control is almost nonexistent, and the car’s smart technology is practically zero. Interestingly, in Europe and globally, its sales rank in the top five, yet in China, it sold just one unit in a whole year. Clearly, the brand never intended to market itself domestically or make an effort to truly engage with the local market. The Polestar 2 continues the cold, distant image of its predecessor, the “North Star,” and in fact, it feels even more aloof. While the chassis remains impressive, after driving it, you’ll realize—what it really lacks is a symbol that could resonate with people and make a lasting impression.
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