Polestar plans to launch a $20 million marketing campaign in the second quarter as the Swedish electric vehicle maker primes the pump for its first crossover in the truck-dominated U.S.
The investment will surpass Polestar's marketing spend in the first quarter of 2022 when the fledgling EV brand splurged on a Super Bowl commercial.
The Volvo Cars affiliate will spend more on marketing the Polestar 3, a Porsche Cayenne-size crossover, to Americans in the second quarter than in the past nine months combined, Polestar's North American boss Gregor Hembrough told Automotive News.
That indicates how much is riding on the Polestar 3 crossover, which will arrive in the U.S. in late 2023, nearly a year behind schedule.