The company last week named McCabe & Co., New York, as agency for the joint venture made up of U.S. investors and Ulianovsk Automobile Zavod, manufacturer of vehicles originally designed for use by Russian armored tank divisions.
Chairman-CEO Ed McCabe was a partner in Scali, McCabe, Sloves when the agency handled the Volvo Cars of North America account.
Spending is yet to be determined but are estimated to be initially in the $3 million range.
UAZ reportedly plans to market a line of sport-utility vehicles for about $12,000 and flatbed trucks that will be priced around $10,000.
The company has said it hopes to sell 2,000 vehicles a year in the U.S., Canada and Latin America.
Although the trucks lack many amenities U.S. consumers expect, such as air conditioning, their ruggedness could be appropriate for agricultural and commercial fleets.