Actor Kim Woo-bin, brand ambassador for Polestar Korea, poses with the Polestar 3 electric SUV during a media event in Seoul, Feb. 11. Korea Times photo by Shim Hyun-chul
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 nearly a century of history.
Polestar said Kim’s attitude toward life, demonstrated by overcoming illness and embracing a minimalist lifestyle, aligns well with the carmaker’s values.
Meanwhile, Mercedes-Benz Korea has selected rising Korean tennis player Park So-hyun as its 2026 brand ambassador. Coco Gauff, the reigning women’s singles champion at the French Open, was appointed as the carmaker’s global ambassador.
The move reflects its strategic decision to designate tennis as one of its key sports sponsorship categories.
Source: Korea Times News
