How Volvo is marketing its electric vehicles in a moment of uncertainty

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. To do so, the global automotive brand is taking an offline, hyperlocal approach to its marketing strategy.

“We are seeing this transformation, this transition, being a little bit slower than what we thought years ago,” he said. “For us, I want to find the 2% that’s really to move from a gas to electric vehicle. Those customers, they’re already there in the market.” 

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