Polestar plans a Q2 $20 million ad spree to market its first crossover

You might soon start seeing ads for Polestar’s upcoming first crossover, Polestar 3. The Swedish automaker plans to spend $20 million to run ads online, on TV, and in outdoor media.

The advertising campaign will commence in the second quarter of 2023 as the Swedish brand tries to create hype for its first crossover in the US. This comes after Polestar splurged on a Super Bowl commercial in the first quarter to the amusement of Tesla CEO Elon Musk. The total spend will exceed the combined amount spent on ads for the past nine months.

The size of the ad budget shows Polestar is going all-out to market its new EV, which is arriving later in 2023 in the US, about a year behind schedule, according to Automotive News.

Polestar expects North America (the US and Canada) to be its most significant market for the Polestar 3, accounting for about a quarter of its global sale. It wants to corner the US luxury market, where Tesla is expected to lead this quarter.

The Polestar 3 shares a platform with Volvo Cars’ next-gen crossover EX90. Both models were delayed by software problems related to the platform. Polestar plans to start making the Polestar 3 in Chengdu, China, in the middle of 2023, before commencing manufacturing later in the year in the US at Volvo’s plant in Ridgeville, SC.

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