Polestar looks to drive awareness with Manifest appointment

Swedish electric vehicle brand Polestar has named Manifest as its communications agency of record in Australia, as the premium EV maker ramps up efforts to cut through a crowded market and drive mainstream adoption.

The appointment sees Manifest’s Melbourne studio lead the local brief across consumer and corporate communications, supported by the agency’s Stockholm office.

"We needed an agency that understood the nuances of our Scandinavian heritage, racing roots, and target audiences,” Laurissa Mirabelli, head of communications at Polestar Australia, said. “Manifest demonstrated not only a deep understanding of Polestar, it brought a fresh perspective on how we can meaningfully connect with Australians.”

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The win comes as Australia’s EV market hits a critical inflection point, with demand accelerating, infrastructure expanding and brand awareness becoming a top priority for both new entrants and established players.

Polestar, which launched locally in 2021, currently sells the Polestar 2 fastback, the Polestar 3 SUV and the Polestar 4 SUV coupé - all anchored in minimalist design, advanced tech and sustainability. 

"Polestar stands at the intersection of design excellence, technological innovation, and sustainability – values that align with Manifest's mission to build brands that change the world,” Isabel Thomson-Officer, managing director of Manifest Australia, added.

Manifest’s appointment follows strong growth for the indie agency in Australia, with local revenue doubling in the past six months. Polestar joins a growing roster as the agency sharpens its focus on purpose-led, category-disrupting brands.

"The automotive industry is undergoing its most significant transformation in over a century,” Thomson-Officer added. “Polestar is at the forefront of this revolution. It has some big ambitions, and we have even bigger ideas for how we can help amplify the brand’s significance in this part of the world.