Is Poland a good market to launch and grow an electric vehicle brand in 2026? Yes – but only if your marketing strategy reflects how consumers actually think about EVs. Interest is rising, but purchase decisions are still shaped by price sensitivity, infrastructure concerns, and a need for trust. Here are the most effective online marketing tactics for EV brands in Poland.
Electric vehicle market in Poland in 2025–2026
Let’s start with the numbers:
- In 2025, electric passenger car registrations in Poland reached an all-time high, growing by 162% year-on-year (Automotive Industry report).
- EV is currently a booming sector. This surge was largely driven by the government subsidy programme NaszeAuto.
- By the end of February 2026, there were already over 250,000 electric passenger cars on Polish roads.
- According to the New Mobility Barometer 2026, 27% of Poles planning to buy a new car are considering an EV.
- Price remains a key decision factor, with most buyers targeting a budget of 80,000–160,000 PLN.
- Despite growing interest, the main barriers are the high upfront cost and the availability of charging infrastructure.
Put simply, interest is there. But most Poles still need a reason to buy.
How to market an EV brand in Poland?
What should your online marketing focus on? From our perspective, a good strategy is built around three pillars:
- Reassurance
Show that EVs work in real life. Use proof, tools and examples.
- Money stack
Make the numbers clear. Subsidies, financing, total cost of ownership, monthly price, and availability should be at the centre of your marketing campaign.
- Proof at scale
Show the product in action. Connect it with metrics like views, test drive bookings, and cost per lead.
Also, a few things worth keeping in mind:
- It’s not worth leading with the “green future”. In Poland, EVs sell through everyday practicality.
- Poles are open to new brands, but only if they offer better technology. You need to show it, not just say it.
- A big part of the Polish EV market is B2B. Without a separate funnel, you’ll be fighting for more expensive B2C leads.
- Subsidies help, but they’re not stable. Your offer needs to work even without them.
Proven online marketing tactics for EV in Poland
Here are a few tactics that, based on our experience, are worth including in your activities.
Tactic 1: video-first
Without videos, EV marketing in Poland simply doesn’t work. The scale is too big to ignore. YouTube alone reaches around 27.1 million users, and Instagram and TikTok both have 12.4 million users. That’s where decisions start.
EVs need to be demonstrated. What works is a sequence of short and mid-length videos that follow how Poles think. First range, then charging and charging time, and only later features. This directly addresses the biggest barrier in Poland (which is a lack of understanding and trust in a “new” technology).
At our agency, we can help you create effective, tailored video content in formats that have already proven to work – myth vs fact, real-life routes, or cost breakdowns.
Tactic 2: local event lead generation
In Poland, EV marketing rarely ends in a click. You’re not just selling a product, but a completely new way of using a car. Paid online campaigns work best as a bridge to real-life experience.
The key moment in the funnel is the test drive. In practice, it often happens during local events, where people can see and try the car in their own context. That’s where the first decisions are made.
The role of ads is simple: don’t try to “sell” the test drive. We build campaigns that naturally lead Poles to the moment where they want to experience it themselves. This usually means combining Meta ads with dedicated landing pages, supported by YouTube and Google ads remarketing.
Key EV and car events in Poland:
- New Mobility Experience (both urban and business editions – amazing for B2B)
- eMobility Expo
- Kongres MOVE
- Poznań Motor Show
Tactic 3: automotive influencers
Polish influencer marketing in the EV category is driven by credibility. What matters is whether the creator actually tests the car and uses it in real-life conditions. Poles look for proof.
Influencer’s content needs to reflect that. Not “say it looks good”, but show the route, charging, winter performance, real range, costs and apps. The most effective collaborations are with creators and automotive journalists who build content around real objections.
What formats work the best? It depends. Long-form YouTube builds trust and scale. Short-form video supports retargeting. A strong setup includes 8–15-minute tests, 60–90 second conclusions or live Q&As.
Polish automotive influencers:
- Zachar OFF
- KicksterTV
- Autowizja
- Leszko Moto TV
- Moto Doradca
- Marek Drives
Tactic 4: educational content
The most effective approach is to build content directly connected to conversion. Every article or video (a calculator, a checklist, a test drive) should lead somewhere – and every topic should come from an actual objection.
Charging costs, charging in apartment buildings, battery lifespan, resale value, and subsidies. These are the questions that drive decisions, so they should drive your content.
Our content marketing experts usually combine blog, YouTube and newsletter into one system. Guides to subsidies, “first EV” checklists, interactive FAQs, comparisons and simple explainers – all of these help solve two problems: low trust and information chaos around EVs in Poland.
Tactic 5: digital PR
In Poland, data-driven public relations works extremely well. Journalists love numbers, comparisons and insights about how they behave and how Poland compares to others.
Instead of one-off campaigns, it’s more effective to build a continuous PR content engine based on data. Regular surveys, expert commentary and press-ready insights that can be picked up by Polish media.
The goal is simple: stay present in the conversation, not just during launches. In practice, this means running cyclical surveys among Polish consumers and turning the results into strong media stories, supported by expert commentary from the brand.
Our agency can take care of everything for you – from identifying strong story angles, through commissioning research and creating press releases, to distribution and securing coverage across general, lifestyle, tech, and automotive media.
Topics that work well:
- How Polish drivers compare to other European markets in EV
- Concerns about EVs
- “Expectation vs reality” in EV ownership in Poland
- How much Poles spend on an EV
- Differences between age groups in openness to automotive technologies
- How subsidies impact purchase decisions
Automotive media in Poland
- Autokult
- Moto.pl
- Auto Świat
- Motofakty
- AutoCentrum
- Elektrowoz
Technology media in Poland
- Spider’s Web
- Antyweb
- Komputer Świat
- Benchmark
- Android.com.pl
Tactic 6: user-generated content
The second-hand EV market in Poland is relatively small. That makes real owner content one of the fastest ways to build credibility.
Instead of relying only on brand messaging, collect and curate content from actual car users. Daily commutes, charging in apartment areas, weekend trips, real costs – all kinds of material answers the exact questions potential buyers have.
How can we use UGC in practice?
- Turn owner videos into paid ads answering specific objections like range, charging or costs.
- Use short clips on landing pages instead of generic product visuals.
- Build retargeting sequences based on real-life scenarios.
Planning to grow an EV brand in Poland? We design and execute online marketing strategies that reflect how this market works. If you’re looking for a partner who can handle it end to end, let’s talk.