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.
Mercedes-Benz Korea CEO Mathias Vaitl, left, poses with Korean tennis player Park So-hyun after appointing her as the company’s 2026 brand ambassador in Seoul, Feb. 5. Courtesy of Mercedes-Benz Korea
Mercedes-Benz Korea will provide Park with a GLE 450 4MATIC SUV, which features a spacious interior, dynamic design and stable driving performance. They are key qualities the company said will help the athlete maintain her peak condition.
Brand ambassadors have become a crucial marketing tool for global carmakers, particularly in Korea where brand perception plays a crucial role in customer decision-making.
The role of brand ambassadors is also increasing for a growing number of luxury carmakers, as they seek to humanize their products and forge emotional connection with customers by using celebrities.
Industry officials said carmakers at a disadvantage in terms of brand values can effectively make up for their weakness by engaging in marketing with a well-chosen brand ambassador.
“The partnership between carmakers and celebrities can not only amplify marking impact, but also enhance overall corporate image, thereby reinforcing values that resonate with increasingly discerning customers,” an official from the auto industry said.
