CEO Thomas Ingenlath has a clear plan that includes adding content and value even in the face of higher pricing
, Ingenlath laid out exactly why Polestar isn’t chasing Tesla, how it differentiates itself to the customer, and what the future holds.Specifically, he’s sticking to his guns when it comes to a pricing war with other automakers including Tesla: “We have very clearly stated we will not get into a price war to achieve volume targets because we want to maintain our premium position. We are definitely not running after Tesla, which wants to have X factories and volumes in the millions.
Instead, Ingenlath believes that it’s important for Polestar to be a company rooted in high quality rather than a low price. “We want the, 4, and 5 to firmly secure our place in the premium luxury segment rather than producing smaller, cheaper cars,” he said. To make the point even further he highlighted how Polestar just updated the 2: “We made it better and a bit more expensive. We could have done the exact the opposite, taking value out by giving it a cheaper battery, a cheaper electric drivetrain and use cheaper materials and kept the same price. Or we could have followed Tesla and only offer one screen and save big bucks because that monitor in front of the driver is expensive. But we didn’t.
That attitude is one that he hopes will demonstrate a love of design and technology and the passion that Polestar has for the product. He believes it’ll translate to the customer and ultimately bring more sales. Only time will tell if this plan will prove successful, but what is no doubt coming down the pipeline is something he dubbed “Polestar Day” later this year.
At that event, the company will talk about recent innovations, the partners it’s working with, and what the future holds. We know that it’ll include more cars here in theTAGS
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