2023 was the year of the electric car with record sales for this energy, but not all manufacturers benefited as much from it. If Tesla can pride itself on having placed its Model Y in first place in global sales for all energy sources, other brands are struggling to sell their models, despite heavy investments in electricity.
Investment plans in electric cars are not automatic
Several manufacturers have even reversed some of their decisions. Ford, for example, paused its electrification projects in Europe, General Motors relaunched the development of plug-in hybrid models and Audi that of thermal engines, Mercedes lowered its sales targets for electric cars and Aston Martin postponed the release of its first trendy model. Jeep also finally chose to market its Avenger with internal combustion engines in parallel with its electric version, which was the only one initially planned for our market. In short, enough to fuel counter discussions among detractors of electric cars.
But for Polestar, which became an exclusively electric car brand after the discontinuation of its first model, the Polestar 1 plug-in hybrid, not embracing electrification would be a mistake. Thomas Ingenlath, the CEO of the Swedish manufacturer, was particularly critical of the strategy of brands which are moving too cautiously towards electric.
“There is incredible threat and danger if we don’t embrace and believe in future innovation – electric powertrains, battery innovation, battery innovation. subject of modern electronics and software”he told The Telegraphbefore adding that “If you don’t participate in this evolution and think you can wait and the customers are ready, it’s an incredible trap.”
It is therefore the short-term vision of these manufacturers that Thomas Ingenlath attacks, who does not hide the fact that “This is an incredible opportunity for Polestar because, in this premium performance car sector, there actually isn’t a lot of competition coming.”
However, remember that Polestar, a manufacturer in which Volvo recently reduced its stake, is currently largely in deficit. The brand’s losses are suffered by the Chinese giant Geely, owner of Polestar, but also of Volvo and Lotus.