Roborock, primarily known for its robot vacuums, has achieved a significant milestone with its automotive brand, Polestones: 20,000 vehicles produced and sold after two years on the market. While the overall production numbers remain modest for a Chinese NEV (New Energy Vehicle) manufacturer, the company reports a 150% year-on-year increase in production efficiency and eleven consecutive months of sales growth.
Global Expansion Focused on High-Margin Markets
Polestones isn’t prioritizing domestic Chinese sales. Instead, the brand has aggressively pursued international expansion, particularly in the Middle East. Overseas deliveries began in January of last year, with 10,000 units shipped within twelve months. As of November, the region – specifically the UAE, Saudi Arabia, Qatar, and Kuwait – accounts for 70% of total Polestones sales.
This strategy appears successful because Polestones commands a premium price in the Middle East. A Polestones 01 in Saudi Arabia sells for approximately $78,400 USD, nearly double the cost in China. Data from Chinese media outlet Leikeji shows the Polestones 01 securing over 15% market share in the luxury SUV segment above $70,000 USD in the UAE between January and October this year, ranking among the top three competitors. Notably, the Dubai police force has adopted the Polestones 01 as an official patrol vehicle, alongside established brands like Land Rover.
Luxury Push with New Adamas Model
In October, Polestones unveiled its flagship all-terrain luxury SUV, the Adamas, in Abu Dhabi. The company also introduced a highly customized “Royal Edition” specifically for Middle Eastern royalty, priced at around $139,900 USD. This move underscores Polestones’ commitment to targeting high-net-worth consumers in the region.
Stable Growth Despite Founder’s Exit
Despite founder Chang Jing deleting his social media accounts earlier this year, raising questions about the brand’s sustainability, Polestones has maintained consistent monthly sales of over 1,000 units since March. While production numbers remain low for a Chinese NEV startup, the brand shows signs of stable growth and sustained demand.
Polestones’ success is a case study in niche market dominance. By focusing on high-margin regions, particularly the Middle East, the company has carved out a sustainable business model despite relatively small production volumes. The brand’s future depends on continued expansion and refinement of its luxury positioning.
