Polar stars, which have been exposed to "electricity for power", are difficult to "grounded" in the Chinese market

Recently, a well -known car anchor broke the news on the Internet platform that the battery pack was damaged after a car accident in polar star 2 owners, and it was replaced by the price of electricity in the reporting price during maintenance.

It is reported that Mr. Huang, the owner of a dual -motor of a pole star 2, accidentally hit the mountain while driving, causing the headlights and chassis parts to be damaged, and the battery plate is inward. During the subsequent maintenance process, Mr. Huang was informed by the 4S shop that the bottom aluminum plate could not be replaced separately, and the entire battery pack could only be replaced, and the replacement quotation given by the 4S store was as high as 540,000. At present, the official guidance price of Jixing 2 is between 257,800 and 338,000.

The polar star has an 8 -year warranty warranty rules for batteries. According to the official website of Jixing, a pure tram model with a mileage of less than 160,000 kilometers can enjoy warranty services within 8 years or driving mileage. Any material defect in the power battery can be solved free of charge at the Polar Star Authorized Maintenance Service Center.

Compared with other new power brands, the price of 540,000 power replacement is also a "astronomical number". It is understood that at present, Xiaopeng P7's vehicle battery package is replaced in the early 110,000 yuan; Xiaopeng P5 needs more than 90,000 yuan; while the insurance price of G3 is about 85,000 yuan; and the electricity exchange price of the ideal ONE vehicle is at the electricity price of the vehicle. 6-70,000 yuan up and down.

The polar star exposed this time, compared with "Wei Xiaoli" and "noble zero", are not widely known. It is reported that Jixing was originally a racing company, and was later seen by Volvo. In 2015, it joined Volvo, which has been acquired by Geely to become a car modification company. In 2017, Jixing announced its brand independence. %Equity.

Relying on the two traditional manufacturers of Geely and Volvo, they have generous technical and resource advantages, as well as the brand effects of Volvo and Geely. The development of the polar stars should be great. After the brand's independence, Jixing launched the first generation of new energy hybrid Polestar 1. Polestar 1. Polestar 2 new cars in less than two years. Essence

However, the pole star with technical and resource advantages has not successfully used the advantages to gain a foothold in the Chinese market. At the beginning, in order to better be based on the global market, Volvat landed the company's headquarters of Jixing Motors in Gothenburg, Sweden, developed in Sweden and Britain, and manufactured in China. Sword, the domestic sector has no right to speak.

The consequences are that the products launched by Jixing did not really be based on the Chinese market demand and could not cause consumers' interest. Take Polestar 2 as an example. The maximum power of the three models is 165kW, 170kW and 300kW, and the maximum torque is 330Nm and 660Nm; the total power of the Model3 motor of the target Tesla Model3 is 357kW, the total torque is 659N.M, POLESTAR 2 It does not take advantage. In addition, Polestar 2, as a tram of luxury sports, is located between the car and the SUV, and the positioning is blurred. As far as Chinese consumers attach importance to space, this is undoubtedly a big flaw.

On the other hand, with the congenital advantages, the polar star who should have no quality control problems, but the quality accidents are frequently. In October and November 2020, domestic Plestar was recalled twice. On March 23, 2021, because the vehicle involved the failure of the core parts of the power battery energy control module, the polar star car recalled the first version of the 2031 domestic Polestar2.

Not only the quality of product quality and quality control, the disadvantages of polar stars in foreign countries have caused the European labels to be too obvious. Domestic marketing strategies cannot keep up, and consumers cannot understand. In terms of channel construction, Jixing's official website shows that there are only 15 stores in the country, and 7 of them are concentrated in four first -tier cities in Beijing, Shanghai, Guangzhou and Shenzhen.

According to the official data of Jixing, the global sales volume of Jixing Automobile in 2021 was 29,000. The polar star did not announce the specific sales in China, but it was speculated that it was speculated that it in the Chinese market in 2021 was about 280 units in the Chinese market. In 2021, its total revenue was 1.3 billion U.S. dollars, and the pre-interest tax profit was $ 1.1 billion.

In the face of difficulties, Jixing chose a few different ways, one was going to sea.

"At present, China is not the largest star in the polar star, but we believe that after we have more product layout in the future, we will see the growth of the Chinese market." Jixing China and Asia -Pacific President Nathan Fukuya Fu Xiao Zeng said. Earlier this year, Jixing announced the development plan of the next few years, indicating that it will focus on overseas expansion and turn their vision to the European market. Israel and other Middle East markets. By the end of 2022, the number of global retail outlets in polar star is expected to exceed 150.

The other is listed. On June 24, Jixing Motors was listed on Nasdaq. The listing of this time was listed on the "backdoor". On June 23, Gexing and Nasdaq's listed company GUGGGENHEIM completed the merger. On the same day, the polar star closed at $ 13/share, an increase of 15.76%throughout the day, and then fell 15%on Monday.

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