Recently, an executive of Swedish electric car manufacturer Polestar said that in the first quarter of 2025, thanks to the targetedTeslaWith the preferential replacement policy for car owners, nearly half of the sales of its Polestar 3 models in the US market during the quarter came from Tesla customer groups. This also drove Polestar's global delivery volume to increase significantly by 76% year-on-year in the first quarter to 12,304 vehicles.
Jordan Hofmann, head of U.S. sales for Polestar Motors, said that the brand’s exclusive leasing program for Tesla owners can enjoy discounts of up to $20,000. This offer applies to Polestar 3 models produced at Volvo Cars' plant in South Carolina, USA.
According to the official website of Polestar Motors, a long-range dual-motor version of Polestar 3 including all upgrade kits is priced at approximately US$93,000. Tesla owners who participate in the replacement discount can enjoy an exclusive price of US$73,000. The starting price of a Tesla Model S is just under $80,000.
A spokesperson for Polestar said: "We piloted a customer acquisition campaign in late February this year. Due to the positive market response, we launched a new campaign in March. We are currently running a similar campaign in April."
Jordan Hofmann, head of U.S. sales for Polestar Motors, previously said: "The sales data speaks for itself. Recently, it has been one of the highest days for Polestar 3 orders, and customers have responded very enthusiastically to our 'Tesla Owners Promotion'."
However, Polestar Motor did not further disclose the details of the event, nor did it provide specific performance data of the previous promotion.
For Polestar, which is controlled by China's Geely Automobile, boosting sales is crucial as it burns money to increase production. To this end, the company made management changes last year and appointed a new CEO with the goal of achieving profitability, increasing sales and ensuring a stable source of funding.
Polestar's promotion is aimed at capitalizing on market dissatisfaction with the Tesla brand. This strategy is particularly critical in the context of weak demand in the electric vehicle market and rising tariffs that may push up selling prices.
In addition to Polestar, the American electric car manufacturer Lucid has also followed up on this marketing strategy and launched a discount event, offering a car purchase discount of up to $4,000 for Tesla replacement customers, applicable to its flagship Air luxury sedan.
Tesla's stock price has fallen 32% this year, mainly due to lower-than-expected sales and record replacement rates. Market analysts pointed out that this is related to Tesla CEO Musk’s controversial role in the Trump administration-the billionaire has participated in promoting the U.S. federal government’s spending reduction plan.
Amid expectations that additional U.S. tariffs may lead to higher vehicle prices, consumers in the U.S. and elsewhere are stepping up their shopping spree at dealerships in an effort to buy cars before prices rise. At the same time, Polestar and many car companies have joined the battle for market share.
Ford and Stellantis are offering deep discounts starting this month, while Hyundai has pledged to keep prices steady.
While launching preferential measures, Polestar Motors has also been trying to expand its production base in the United States and reduce its dependence on China. This strategy is even more important now that the Trump administration has imposed a new round of tariffs on China.
In fact, automakers in the United States and other countries are working hard to expand their manufacturing footprint in the United States. General Motors recently informed employees that it will increase production at a plant in Indiana, USA, while Hyundai Motor has committed to investing US$21 billion in the United States.