"President Donald Trump's so-called "big beautiful bill" ends a $7,500 electric vehicle tax credit at the end of this month, which could impact EV sales - not to mention economic headwinds and tariff effects on auto prices. Through it all, Volvo is trying to grow its market share in the U.S. from 1 to 2% and push EV sales, according to Rafael Ugo, head of marketing at Volvo Car Americas."
"For Volvo, that shift in money refers to the 30% of its ad budget that's now going to brand awareness channels, including billboards, sponsorships, partnerships, influencers and in-person events. (Ugo did not provide exact spend figures.) It's a move away from overdependence on a broad, national digital strategy to educate and convince shoppers to not just to buy a Volvo EV, but to make the case for EVs in general."
President Donald Trump's 'big beautiful bill' ends a $7,500 electric vehicle tax credit at month-end, creating potential headwinds for EV sales alongside economic pressures and tariffs. Volvo aims to grow U.S. market share from about 1% to 2% and accelerate EV adoption by targeting buyers already inclined to switch from gas to electric. The company is reallocating roughly 30% of its advertising budget to brand-awareness channels — billboards, sponsorships, partnerships, influencers and in-person events — shifting away from a broad national digital push toward a hyperlocal, state-focused strategy managed by IPG's Initiative. Targeted states will emphasize tech adoption and sustainability.
Read at Digiday
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