[Consumerwide - HueSoung Jun Reporter / Yohan Bok Reporter] Cutting prices is not working due to the Chinese brand image. The sales record of Polestar has decreased compared to a month prior and the same month last year. But the sales record of some other overseas brand has increased due to the new car release effect, initiative promotions, and securing stocks in November.

However, the problem lies in the fact that it is a Chinese brand and not manufactured in China. Yet, they seem busy planning to manufacture in Korea instead of China in 2025. The current issue is improving brand image. Nevertheless, Polestar has never initiated ESG activities or CSR (corporate social responsibility). They've been solely focused on profit.

In keeping with the "November overseas brand new car registration status" announced on the 6th by the Ministry of Land, Transportation, and Infrastructure, Carisyoudatalab, and the Korea Automobile Importers & Distributors Association, 167 Polestars were sold in November. This is a 41.8% decrease from a month prior and a 6.7% decrease from the same month last year. This can be interpreted as Polestar4 Korea's manufacturing plan for 2025, online retail sales, and lowering price strategy aren't working in the market.

One of the reasons that domestic consumers are turning away from Polestar is that it is a Chinese brand. Polestar is an electric brand of the Chinese brand Geely (Zhejiang Geely Holding Group). Thus, it's manufactured in China. In order to overcome this, Polestar has announced their plan to manufacture the Polestar 4 in Korea in 2025.

Would it be true that domestic consumers are not attracted to Polestar because it's manufactured in China? It may not be true. For instance, the Tesla Model Y, which is manufactured in China, is wiping off the domestic electric car market. Referring to Carisyoudatalab, 3,542 Polestar Model Y were sold in November, and it ranked the top in the bestselling competition. The accumulated sales record of Model Y was 13,086 by November. Concerning the accumulated sales record of Polestar 2, it's tenfold. In other words, domestic consumers aren't turning away from them because it is manufactured in China, but it is a Chinese brand.

Thus, it seems necessary to improve the brand image. However, Polestar doesn't seem interested in creating a brand image. Polestar has entered the Korean market in December 2021. Since then, there has been no record of social contribution. While Benz, BMW, Audi, Volvo, and Lexsus, which are known as overseas premium brands, are focusing on CSR and ESG activities, Polestar claimed to be a premium brand, yet there was no initiation in volunteering or plogging. They were solely busy selling for the last two years.

An associated person from Polestar said during an interview with Consumerwide, "We haven't had any ESG activities, but we are considering future steps."

It's not late yet. Businesses that are seldom volunteers initiate volunteering, donating, and delivering briquettes to people in need at the end of the year. Maybe it's time for Polestar to offer a chance of consumption value for Korean customers through ESG management. It's not an option but a mandate to return to the society where you get profit. I hope to see some change in Polestar.