Brand ambassadors increase clout for carmakers

Global car brands are stepping up collaborations with high-profile actors and sports stars to build a stronger brand identity and capture early momentum for sales growth at the start of 2026. Swedish premium electric vehicle (EV) brand Polestar is the latest to join the trend, appointing actor Kim Woo-bin as its new brand ambassador. Kim made a surprise appearance at a recent media event for the carmaker, marking his first official engagement with the firm. He promoted the Polestar 3 electric SUV and the Polestar 5 high-performance electric sedan during the event. Polestar explained that it decided to collaborate with Kim due to his distinctive and trustworthy character. “Actor Kim Woo-bin has his own color and is characterized by his trustworthy image,” Polestar Korea CEO Ham Jong-sung said. “We expect him to deliver Polestar’s values in design, performance and sustainability to customers with sincerity.” Polestar Korea spent considerable time explaining its partnership with Kim, noting that the company faces relatively low brand awareness compared with other brands that boast