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Head of Growth Marketing Departure

TahoeMichael said:
I see a sentiment that Lucid's marketing is bad, and they've failed on brand awareness. But is that really true? The Air is selling better than anything else in its segment. The Gravity sales are harder to assess, since it's both new and going through various kinds of launch pains. But I think it has potential to sell quite well also. So maybe someone shopping for a $50K vehicle doesn't have good brand awareness, but that's not necessarily a bad thing for a company that has had no products to sell to that niche.
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Why hadn't the Lucid Air when it came out been shown in the auto shows of most of the major cities. It still is not in the Portland Auto show after 5 years. Why hasn't the Lucid been in some of the major malls in this country the way Tesla was when it first started. The marketing is not just bad, It's abysmal.
 
When you guys say things like "their marketing is terrible", what basis do you have for that? Would love to hear something aside from "my friend doesn't know what Lucid is". When you say the Chalamet campaign was a giant waste of money, again what is your basis for that?

Do more people know what Rivian is? Absolutely, but how many more cars has Rivian sold and how many more Rivian's do people see on the road? How much of that is because Rivian's first car was an SUV

Just seems to me like a lot of unfounded, unnecessary negativity to me as usual......
 
WildRide47 said:
Why hadn't the Lucid Air when it came out been shown in the auto shows of most of the major cities. It still is not in the Portland Auto show after 5 years. Why hasn't the Lucid been in some of the major malls in this country the way Tesla was when it first started. The marketing is not just bad, It's abysmal.
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and they spent 10 million dollars on Kylie Jenner's boyfriend
 
socktucker said:
It literally every other feature is subpar compared to equal priced competitors
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Could not disagree more. Just came out of a $130k sticker Taycan 4S and my Air Touring beats the Porsche every way I look at it. I cannot even start to fathom how they crafted the interior to been so roomy and comfortable compared to the Taycan, yet the two vehicles have about the same overall dimensions. Luxury feel, comfort, performance, range (Taycan is a joke), fun to drive....Air is superior all around.
 
socktucker said:
Subjective but I think it’s true. Except where performance comes into play. Not luxury. You’re right on performance.
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It’s not really subjective. The Air literally has more space than any other car in its class or even larger. It also has more range, even with the EPA haircut. The suspension was universally lauded by every review, but I suppose that one is technically subjective.
 
The_Don said:
When you guys say things like "their marketing is terrible", what basis do you have for that? Would love to hear something aside from "my friend doesn't know what Lucid is".
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See post #15, the failure is more than name recognition. If the web site is not easy to navigate with good information on vehicle configurations and costs they are failing people who know the company and car.
 
Pragmatic said:
See post #15, the failure is more than name recognition. If the web site is not easy to navigate with good information on vehicle configurations and costs they are failing people who know the company and car.
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Seems like a fairly nit-picky concern but ok. Don't think most of you realize name recognition comes with seeing cars in person unless you're into cars. Most people are not into cars.
 
The_Don said:
Seems like a fairly nit-picky concern but ok. Don't think most of you realize name recognition comes with seeing cars in person unless you're into cars. Most people are not into cars.
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All the more reason to put the cars in every major city auto show and also attempt to put the cars in all the major malls in the country which is something they still have not done. According to your statement that would help considerably as you equate name recognition with seeing cars in person which I don't disagree with.
 
at this price what really counts is what your ride is saying about you, what you want it to say.. this group, (smart, engineery) bought the smartest car. subaru is the greenest car. toyota the i love the middle of everything car. so what exactly does lucid say about its owner,...do we all want to be timmy? sorry..too much coffee
 
billy said:
at this price what really counts is what your ride is saying about you, what you want it to say.. this group, (smart, engineery) bought the smartest car. subaru is the greenest car. toyota the i love the middle of everything car. so what exactly does lucid say about its owner,...do we all want to be timmy? sorry..too much coffee
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What the 🧦 are you talking about
 
The_Don said:
When you guys say things like "their marketing is terrible", what basis do you have for that? Would love to hear something aside from "my friend doesn't know what Lucid is". When you say the Chalamet campaign was a giant waste of money, again what is your basis for that?

Do more people know what Rivian is? Absolutely, but how many more cars has Rivian sold and how many more Rivian's do people see on the road? How much of that is because Rivian's first car was an SUV

Just seems to me like a lot of unfounded, unnecessary negativity to me as usual......
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Agree, cars on the road is what helps marketing…..
 
The_Don said:
When you guys say things like "their marketing is terrible", what basis do you have for that? Would love to hear something aside from "my friend doesn't know what Lucid is". When you say the Chalamet campaign was a giant waste of money, again what is your basis for that?

Do more people know what Rivian is? Absolutely, but how many more cars has Rivian sold and how many more Rivian's do people see on the road? How much of that is because Rivian's first car was an SUV

Just seems to me like a lot of unfounded, unnecessary negativity to me as usual......
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Of course Rivian’s first ‘car’ was a pickup truck, not an SUV. And since they started delivering that car the same year that Lucid delivered its first Air, it’s a reasonable comparison, and the results are completely different.

Maybe that is because they chose a better market segment to begin with. But without question Rivian’s marketing and brand Identity is far superior to Lucid’s right now. It’s not as simple as overall sales comparison (where Rivian would win). Rivian Customer loyalty and satisfaction ranks #1 among all car brands (consumer reports), despite their car reliability being dead last. That is marketing and brand (and service) over substance. It makes a huge difference. They’ve captured the spirit of their customer and lucid has not figured out how to do that yet. They really need to for Cosmos.

Rivian btw has not had to hire actors or athletes directly for their marketing campaigns that I’m aware of. Objectively they have had much more success in their marketing and brand awareness than Lucid.
 
TahoeMichael said:
I don't agree. The interior space, particularly for the Gravity, is amazing. Getting that kind of passenger and cargo space while still having a reasonably sized vehicle is a big draw for me.
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Having the most size and space is nice and all but if that was the biggest driver of sales then minivans would have been out selling 3-row SUVs for years. How often do you hear that people don't want to be seen driving that uncool minivan. How much of a problem is it that many people see the Gravity and think it's some minivan? All because Lucid compromised something to hit the efficiency target they were aiming for. And it sounds like they're making that same compromise for the Cosmos.

Many people buy cars, in large part, because the cars they buy conform to their identity. Some people just need to be in a German luxury brand no matter what. Some families only buy F150s. Their neighbors only buy Silverados. The dude down the street with 10 DUIs can only afford Rams. And none of them would ever buy that Japanese pickup. And they will all defend their choices to the death.

Or they conform their identity to their new car. Whatever they buy is the best, even if all evidence is to the contrary.

Lucid's brand identity is practically nonexistent. Not only that but marketing to the customer of a 100k vehicle is completely different than marketing to the buyer in the 50k market.

Not only does Lucid have to attract the potential buyer of the new midsize EVs from the Euro brands who want the prestige of a legacy luxury brand but being only a couple grand more than a fully loaded RAV4 means they also have to find a way to sell the Cosmos to buyers looking for the most rock solid reliable form of utilitarian transportation.

Seeing their recent investors day presentation tells me that they have no idea how they're going to market their midsize offerings.
 
WildRide47 said:
All the more reason to put the cars in every major city auto show and also attempt to put the cars in all the major malls in the country which is something they still have not done. According to your statement that would help considerably as you equate name recognition with seeing cars in person which I don't disagree with.
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Auto show = Car people. They have put the car in many malls. That, in fact, has kind of been their strategy....
 
RajD said:
Of course Rivian’s first ‘car’ was a pickup truck, not an SUV. And since they started delivering that car the same year that Lucid delivered its first Air, it’s a reasonable comparison, and the results are completely different.

Maybe that is because they chose a better market segment to begin with. But without question Rivian’s marketing and brand Identity is far superior to Lucid’s right now. It’s not as simple as overall sales comparison (where Rivian would win). Rivian Customer loyalty and satisfaction ranks #1 among all car brands (consumer reports), despite their car reliability being dead last. That is marketing and brand (and service) over substance. It makes a huge difference. They’ve captured the spirit of their customer and lucid has not figured out how to do that yet. They really need to for Cosmos.

Rivian btw has not had to hire actors or athletes directly for their marketing campaigns that I’m aware of. Objectively they have had much more success in their marketing and brand awareness than Lucid.
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Let's take a step back. Rivian is an adventure brand, which is easily identifiable and easy for many of their customers to identify with, especially when so few other EVs (maybe none?) are built for "adventure". Their popularity and cult-like following feels very similar to how people used to love Jeeps. That quickly fell apart when Ford re-released the Bronco.

Lucid is in the luxury/sport segment. There are many that compete in that space. Unless they provide some crazy unique feature (e.g. FSD), it's difficult to build a cult-like following in this market segment. It should be no surprise that they're not able to match Rivian's brand loyalty.

IMO this brand will benefit from word of mouth, on-road visibility and test drives. This all takes time, but they've clearly been successful with the Air (relative to its segment), and it remains to be seen if they're successful with the Gravity.
 
And before people say the Air has not been successful, please see below and remember this is Lucid's first vehicle.

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1000010769.webp
 
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