Thomas Ingenlath
Analyst · Fox Advisors. Please go ahead
Yeah, right. We have shareholder questions. And Bojana was bringing the top-three important questions together here and I have them in front of me. And I would like to go through them. And we have question number one, why has Polestar not invested in brand awareness in the U.S. market? Question mark. The brand has still not been considered as an alternative in numerous comparisons of the [Indiscernible] technically exceeds many of its most popular competitors? Question mark. This statement, of course, is provoking me a little bit with has not invested in brand awareness, which I cannot confirm. We have invested heavily over the last years into the brand awareness of Polestar. And I have the meet now here to fundamentally actually almost take the opposite. Because the just looking very, very fact-based on what brand awareness Polestar achieves, and now specifically in the U.S. In a study that's researcher aided brand awareness, we have improved a year ago when we had the big Super Bowl push and made that jump to a 10% brand awareness at that point in time. And when you see now, a year later, without a spectacular thing like Super Bowl, but constant and permanent work with our marketing was our communications, we have stepped up from this 10% to a 13% aided brand awareness. And now to put that into perspective, this 13% if you compare that to one of the competitors is very often mentioned them as kind of that much better than Polestar actually, it was 14.6% is very, very close to this 13%. So the perception that we are limping behind in brand awareness in the U.S. factually is actually much, much less difference than the felt lack of brand awareness of Polestar. Now I don't want to make that now like, this is not a topic for us. Of course, we want to improve and of course, we want to improve brand awareness, especially in the U.S. And for that reason, they are just now in this quarter, quarter 2, a trending million-dollar marketing campaign in the second quarter in the U.S. market active. And we have with the Polestar 3, PVC a very, very successful high engagement rate, where spending actually much less than others, achieving much more of action and response on that television of Polestar 3. So I think it's a combination on one hand, of course spending money and doing something, but doing it in a very, very efficient way and having lots of bang for the bucks and that means really high amount of customer activation and generating traffic on our.com with these actions. So that's I think the U.S. market of course, it will take us well time, it will take as well more cars the Polestar 3 and 4 coming to the market. Of course, this is as well very much needed. And on the other hand, the Polestar spaces with a significant amount being out there and covering coming on over this tipping point where you just simply feel the presence of the brand. Still building that up. But I want to say again, we are not at all in that bad position as it's sometimes displayed. And to remind you, as well selling cars, I mean, actually selling the Polestar 2 as an electric car and it's on fifth place in their statistic just to remind you of this selling success of the kind that respect being in front of Mercedes EQS, Nissan Leaf, the Taycan of course selling many, many more Polestar 2s. Second question picks up the similar topic, but it's a bit broader. How does Polestar 2 dramatically increase market awareness? As of now nobody, I know has heard of Polestar 2. Again I would love to put that in perspective in -- from I presume this comes from the U.S. this question. I think we have to balance as well a little bit. Yes, this I call it now slightly limping behind in U.S. market and brand awareness. If you put that in to the global perspective as being in 27 markets out there. And in many the overwhelming majority of this market having a much bigger distance to our PSL who took transit we are compared to in terms of brand awareness. I think that that is very important to understand. Now, let's take a closer look at a neutral [ph] market Germany, 25% brand awareness of Polestar in Germany versus a 5% brand awareness of Neo or BYD was 4.5%. Now we have one measurement in Holland, in the Netherlands 41% brand awareness of Polestar, 3.8% of Lucid, I mean that, to show what difference is in markets where we are very, very well established and strong. And then compared to that our difference in the U.S. is not that big as it is in other countries where we're really exceeding very much the brand awareness of our peers. So for that reason, I think that young and still small brand Polestar has actually quite a good starting point in order to, of course, still accelerate and build brand awareness in those markets. And again, all that has been achieved with this one Polestar 2 thinking that we will be in '24 in these markets with three products of course, it's about a complete different base. Question number three, we actually covered already with one of the questions before about the South Carolina plant. And when it will start producing again confirming that mid-'24 is the timing for South Carolina production. Right. Yeah, closing remarks and from my side here. In '24 we will have that portfolio of three cars. And it will include two electric SUVs, which obviously is very important because that's a fast growing segment in the EV space. Polestar 3, the display costs will in the retail locations arrive by the end of this summer. And we will do a very very nice ramp up of our marketing and customer engagement activities. Because of course we want to build that strong order book for Polestar 3 this year. The launch of Polestar 4 created a lot of headlines last month and the bold and really great design of the car I think met really nice resonance with the media and the customers. And its start up production, we confirm again here is quarter four of 2023 and the start of production for the rest of the world is early in 2024. Then the Polestar 2, we will continue to build on the success of the car by starting the customer deliveries for its model year '24 which is of course a very important modeling upgrade with substantial tech upgrades. And this model year '24 Polestar 2 introducing as well the new front design that has the smartphone signature that you will know from Polestar 3. So I remain, we remain confident that all of this will help us to deliver on the growth ambitions, and of course as well to the positive profitability of Polestar. Yeah, thanks for joining this call.