# US market becomes tougher for global brands Exits of Polestar, OnePlus, and DJI threaten competition and innovation. - **Source:** [Yanko Design](https://brifing.si/source/41d28791-ef47-4e0b-a40a-2a5efca0c11b) - **Published:** 2026-07-20 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/3716c11d-1d9b-4aea-b9fc-e703038fec3e ## Global Brands Exiting the US Market Recent exits of globally influential brands like Polestar, OnePlus, and DJI from the US market highlight growing challenges. These brands, operating in different sectors, share a common struggle with US regulations and competitive barriers. Their departures threaten market diversity and innovation, raising concerns about the future of consumer choice. ## Polestar's Regulatory Hurdle Polestar's exit stems from regulatory obstacles. The US Commerce Department deemed its Chinese ownership a national security risk, ignoring its design quality. This decision, based on corporate structure rather than product merits, forced Polestar to withdraw, showcasing how geopolitics can override market performance. ## OnePlus's Battle Against Duopoly OnePlus retreated due to the US smartphone market's carrier-dominated dynamics. Despite a loyal fanbase, the costs of competing with Apple and Samsung in a gatekept ecosystem proved unsustainable. Its exit reflects how entrenched players can stifle challengers, even those with strong enthusiast appeal. ## DJI's Slow Squeeze DJI faces gradual exclusion via the US 'Entity List,' restricting its access to American technology. While not outright banned, the designation creates a chilling effect, eroding trust among consumers and corporate clients. This slow-motion barrier demonstrates how regulatory pressure can undermine global brands. ## Loss of Design Diversity These exits diminish design innovation in the US market. Polestar's minimalist EVs, OnePlus's affordable premium phones, and DJI's pioneering drones each challenged industry norms. Their reduced presence narrows aesthetic and technological horizons, leaving consumers with fewer alternatives and less pressure on incumbents to innovate. ## Future of Competition A less open US market risks long-term innovation stagnation. With fewer global competitors, domestic players may slow their pace, leading to higher prices for slower-evolving products. This trend could weaken America's position as a global leader in technology and design, highlighting the unintended consequences of protectionism. ## Sources covering this story - https://www.yankodesign.com/2026/07/20/from-polestar-to-oneplus-to-dji-the-us-is-becoming-a-harder-place-for-globally-influential-brands/?utm_source=rss&utm_medium=rss&utm_campaign=from-polestar-to-oneplus-to-dji-the-us-is-becoming-a-harder-place-for-globally-influential-brands — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._