Polestar plans to launch a $20 million marketing campaign for its first crossover in the second quarter in the truck-dominated U.S.
The investment will surpass Polestar's marketing spend in the first quarter of 2021 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-sized 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.
North America, consisting of the U.S. and Canada, will be Polestar 3's largest market, accounting for about 25 percent of the global sales, Hembrough said.
With the new model, Polestar is aiming for the core of the U.S. luxury market.
While the U.S. luxury sedan segment targeted by the Polestar 2 will hit 379,000 in sales, Hembrough said, premium midsize crossover sales should reach about 625,000 units this year.
"I want a piece of that pie sooner in the year so we can prepare ourselves for the throughput that is going to come later in the year," he said.