Among the various EVs currently on display at theLA Auto Show, theres one that definitely steals the show.
Its glittery af and has a bubblegum pink interior.
Its the life-size Barbie Extra Car.
And, boy, is it extravagant!
It’s free, every week, in your inbox.
As such, it has an electric powertrain with 111hp and a 170km of range.
But, dear Barbie lovers all over the world, can you actually buy it?
No, you cant.
But you could buy the next best thing: the Barbie Extra toy car.
So… it turns out that the Barbie life-size EV is actually a marketing stunt.
Come on Barbie lets go… electric?
But I suspect Mattels marketing strategy goes further than that.
In August, the companyupdateditsEnvironmental, Social, and Governance (ESG) strategy.
Of course, this involves all of its sub-brands, including… Barbie.
I mean, automakers can make use of pop culture to promote their products.
And in turn, pop culture canuse an industry under transformation to promote its own.
Story byIoanna Lykiardopoulou
Ioanna is a writer at TNW.
With a background in the humanities, she has a soft spot for social impact-enabling technologies.
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