Extreme star Zhao Zhijian： Hermes is not difficult to buy, and environmental protection is the most expensive luxury.

At the Chengdu Auto Show in 2023, Mr. Zhao Zhijian, the director of polar star sales and network development, was a guest at the smart travel booth.

As an ultra-luxury pure electric brand, Polar Star’s temperament is quite outstanding.

It cherishes feathers and disdains to become a plaything of price war, so it chooses [only increase but not decrease], instead of seesaw a few tens of thousands of yuan, Polar Star 4 chooses to give a high-value rights and interests gift package with the highest value of 130,000.

Obviously, it is the one who was really born on the track, but it soon put down the stubborn shelves that fuel performance brands often have. Because for polar star, the most important thing is not simply to beat competitors, but what is really needed in this era.

Green mountains and green waters seem ordinary and extraordinary.

The following is an interview record.

　

Smart Travel: What are the highlights of Polar Star () booth at Chengdu Auto Show?

Zhao Zhijian: Polar Star of Chengdu Auto Show has brought two latest products. The first one is Polar Star 4, a pure electric high-performance SUV released at the auto show, with a price range of 349,800-533,800. There are six configurations, which bring different feelings to customers. Another car is the ultra-luxury pure electric SUV Polar Star 3, which was released at the European headquarters last October and is expected to be delivered next year.

Smart Travel: What rights and benefits did Polar Star 4 offer to users?

Zhao Zhijian: At the Shanghai Auto Show, we started Xiaoding. This time, we brought the best gift to Chengdu Auto Show, providing a very competitive and attractive "Eight Planets" rights plan for the first batch of car owners who became Polar Star 4: In the power supply link, we provide free charging piles; In terms of price protection, we promise that before the end of 2024, Polar Star will have any price adjustment part, and the official will make up the difference for the first batch of car owners; According to the relevant documents issued by the state, from January 1, 2024, the purchase tax of pure electric vehicles exceeding 30,000 yuan will have the market floating policy borne by the users themselves, and Polar Star promises to make up the difference for the first batch of car owners; In terms of products, we also bring two very powerful free package upgrades to our customers: the first is the Polestar intelligent driver assistance system, which is 35,000 yuan in our official, and we provide it to car owners free of charge. In addition, consumers can get a NAPPA leather seat set worth 40,000 yuan with an additional 6,800 yuan. The configuration also includes massage ventilation for the front seats and headrest stereos for the main and auxiliary drivers. The original standard 12 Harman Kardon stereos will be increased to 16; In terms of after-sales, we will provide all the first car owners with lifetime free warranty and free basic maintenance for three times in three years, which means that from the perspective of the original car, the first car owners will hardly have any additional expenses within three years.

Overall, our whole package has provided customers with practical value of more than 130,000 RMB. As a luxury pure electric brand, we don’t intend to make preferential sales promotion by lowering the price, which is still very harmful to the brand, but in order to show the sincerity of Polar Star, we only increase rather than decrease, and take out the rights and interests of equal value to let users feel the warmth of Polar Star.

Smart Travel: Polar Star 4 is about to be delivered. What kind of users are currently determined?

Zhao Zhijian: Since the Shanghai Auto Show, we have made an overall portrait survey of Xiaoding customers and prospective car owners. I can describe the general outline of the group. This is a group of young people who are mainly post-90 s and have great personality. They have a unique insight into aesthetics, a certain appreciation of art, a high degree of education, and a relatively high proportion of unmarried people. To sum up, they are such a group of young people who are unmarried at a young age and have high knowledge and high salary.

Smart Travel: Will the brand setting of a more exquisite niche have an impact on sales?

Zhao Zhijian: In the past, the China market did think that Polar Star was a relatively niche luxury brand, but after the adjustment of market strategy and the upgrading of consumption concept, especially in the special environment of tram brands, more and more consumers will not care so much about the degree of the brand, and even to some extent, the niche may become an advantage point to assist the brand’s goodwill. As a luxury brand, we are right about the target, so we will not pursue a particularly large amount, which means that we will not become a streetcar, and we can.

Smart Travel: At this conference, Polar Star announced that Polestar OS will be upgraded after delivery, and the outside world also has high expectations. What kind of experience will this system bring to users?

Zhao Zhijian: Polestar OS is a fusion product. Its underlying design is Flyme Auto, which integrates the original theme of Polestar, orange, icon and body texture, and integrates the intelligent interactive logic of Flyme Auto to realize the interconnection between mobile phone and car through Flyme Link super desktop. In the past, people knew more about Huawei’s HarmonyOS system, but I can confidently say that Flyme Auto is as excellent as Huawei HarmonyOS’s intelligent cockpit system, which realizes the interconnection of everything well.

Smart Travel: If you were asked to describe the polar star brand with one trait, what would you choose?

Zhao Zhijian: I think there are two. First of all, Polar Star may be a brand new and young brand to China people, but in fact, it has a history of more than 70 years. It used to be a brand of a motorcade and achieved very good results in various competitions. Later, it was transformed from a brand of a motorcade to a brand of a car. In the era of oil cars, Polestar is actually a high-performance brand under Volvo, which exists like M series. Therefore, Polestar is actually the orthodox blood with track genes. Only the team of Polestar has these excellent products. This is the accumulation and inheritance of the course, and it is also the rare heritage of most high-performance super-running brands. The difference between old money and new rich.

On the other hand, I think the competition in this range comes from the understanding of the word "luxury". We think that at present, "environmental protection" is the most luxurious luxury on the planet, and it requires you to spend a lot of money, material resources and energy to maintain it. The mountains and rivers are seemingly ordinary and the most unusual. From the moment when Polestar was transformed into a pure electric product, its mission was environmental protection and sustainability. In the process of design and manufacture, we used as many environmental protection materials as possible, so Polar Star hopes to become a zero-carbon brand completely by 2030. We always believe that environmental protection is the scarcest and precious wealth in the world.