Yeah it almost makes the opposite of sense. If manufacturers are already backordered a year in advance why would they still throw money at marketing
The war in Ukraine has resulted in a real push to get off of oil/gas based heating, on top of global warming concerns that have already been doing that.
There are lots of different groups looking to push heat pumps for the above reasons. Governments are concerned about both war and global warming. Ukraine supporters are concerned about Russia getting more money (to wage more war). Green activists are concerned about global warming. All have their own reasons to push heat pumps on everyone.
Many models are in very high demand. Some of the units I looked at recently were back ordered so far that I was told to pick something else if I expected to have it within the year.
The demand is very high because the technology is good. Itβs not a campaign or conspiracy.