Speaking of the car brand "Polestar" (hereinafter referred to as Polestar), I believe many people may have never heard of it. This brand is jointly owned by Volvo Car Group and Zhejiang Geely Holding Group *** high-performance electric vehicle brand. In fact, this brand is very interesting. Polestar existed in Volvo from the beginning. In 2015, Volvo acquired Polestar and it is part of Volvo's high-performance modification department. It was officially established on October 17, 2017. Headquartered in Gothenburg, Sweden, it has become a new independent electric high-performance vehicle brand. It has production bases in Chengdu and Taizhou, China, focusing on the European market. The models of this brand are still very popular. As early as the establishment of the Polestar automobile brand, the first model Polestar 1 was released. The price was as high as 1.45 million, and the global limited edition was 500 units.

In fact, whether it can be sold or not is not important. What is important is to show consumers that this is a high-end car brand. First release a super luxury car that ordinary people cannot afford, and then launch relatively civilian vehicles.

In fact, all major manufacturers now understand that after a brand is established, if you move from high to low, people will think it is a high-end brand. However, if you move from low to high, it will be difficult because consumers have already I think this is a low-end car. No matter how good the car is, the brand will still downgrade it. Weilai is a good example. The first product it released was the pure electric supercar EP9. The subsequent launches of ES8, ES6 and other products have a wider audience, which will make consumers psychologically think that they are buying a high-end brand. Therefore, Polestar 1 sets the brand tone first, and then releases Polestar 2. Polestar 2 is priced at 418,000 yuan after subsidies, so that it can compete with Tesla Model 3 openly.

This car was also released in February 2019. I saw it at the Beijing Auto Show this year. During the live broadcast, I also said that this should be an electric car owned by Volvo. Of course, It is now also a Geely-owned car, because its overall appearance design style is very similar to that of the S60, and the front face also adopts the Thor's Hammer design. But in any case, Polestar maintains its pure Volvo bloodline.

Having said so much, do you know anything about Polestar models? Of course, since it focuses on the European market, its domestic sales are naturally not much. After all, in China, only first-tier cities such as Beijing have showrooms, and they are not visible in other cities. But we also see that Geely wants to take the first step into a high-end electric vehicle brand. Going abroad and entering the European market also brings glory to the country.

However, although "Polestar" is not well-known in China, a recent incident has brought "Polestar" into our sights: Recently, "Polestar" was purchased by Citro?n, a long-established car company in France. Sued. The reason is that Citro?n believes that Polestar has infringed on DS's trademark rights. Because Polestar's logo is a combination of two boomerangs, Citro?n believes that this logo looks somewhat similar to the logo of its high-end brand DS. In the end, Polestar Motors had to close its website in France and was not allowed to use the trademark for six months. It was also fined 150,000 euros, or about 1.17 million yuan. Sorry for my blindness, I really don't see any similarities.

First of all, although Polestar is a boomerang combination, its design is angular, while the design of DS is more rounded; furthermore, the "D" of DS is obviously on one of the boomerangs. The shape was designed before to form the letter "D", and S is the letter "S" formed by two boomerangs put together. What exactly does it look like?

Although the court ruled against Polestar, my personal opinion is that there is no similarity between the Polestar logo and the DS logo of Citro?n. It can only be said that in the European market, Geely has a long way to go if it wants to get a share of the pie. This kind of competition is much more brutal than in China.

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This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.