Cosmos incoming ……

[erigion]

The new head of marketing clearly has some understanding of what it takes to launch a brand that wants to target the luxury market. She was at Hyundai two years after they launched their own luxury brand, Genesis.

 

[HC_79]

That's because the Chalamet thing WAS a huge blunder.

Wait for Dune 3. He’ll be driving a Gravity across the sandy desert, and you’ll be all eating your words.

 

[illopp00]

Wait for Dune 3. He’ll be driving a Gravity across the sandy desert, and you’ll be all eating your words.

I mean that would actually be a cool and aspirational type of marketing that works. It's been a while since we had a cool car featured in a movie that got everyone excited...

 

[HC_79]

I mean that would actually be a cool and aspirational type of marketing that works. It's been a while since we had a cool car featured in a movie that got everyone excited...

 

[joec]

I'm so glad to see so many agree with me that this ad is great. I thought I was the only one who wanted Lucid to turn focus to the "feeling" of owning and driving a Lucid.

The biggest takeaway, as far as Cosmos goes: No light bar. Just headlights. All those AI images are assuming a light bar, and they are wrong.

 

[BS8899]

That's because the Chalamet thing WAS a huge blunder.

Jealousy won't get us any where!

 

[RajD]

I'm so glad to see so many agree with me that this ad is great. I thought I was the only one who wanted Lucid to turn focus to the "feeling" of owning and driving a Lucid.

The biggest takeaway, as far as Cosmos goes: No light bar. Just headlights. All those AI images are assuming a light bar, and they are wrong.

Correct. This was also reported by some who saw it at the media preview. Not sure why the ai renderings all missed this.

 

[merveille07]

I'm so glad to see so many agree with me that this ad is great. I thought I was the only one who wanted Lucid to turn focus to the "feeling" of owning and driving a Lucid.

The biggest takeaway, as far as Cosmos goes: No light bar. Just headlights. All those AI images are assuming a light bar, and they are wrong.

I am liking what I am seeing. Cosmos might be my next car. Let's see.

 

[prgarg]

Wait for Dune 3. He’ll be driving a Gravity across the sandy desert, and you’ll be all eating your words.

I thought he would be driving one as Bob Dylan and singing "the answer my friend, is blowing in the wind" when wondering how to get the window to close

 

[erigion]

Correct. This was also reported by some who saw it at the media preview. Not sure why the ai renderings all missed this.

Funnily enough, looking back at the Car & Driver article, they reported the rear light-up brand name. Which is also going to be on the front as well.

Prominent, backlit individual letters spell out the brand name front and rear.

 

[joec]

Going back to the ad, I just feel like it’s so important right now for Lucid to differentiate itself from other EV brands. Rivian, you must admit, does this very well. It’s not my cup of tea, but I can’t say they aren’t offering something unique.

What Lucid offers is all about the pure driving pleasure. If they waste time in their ads talking about specs and 0-60 numbers, or worse, hands-free autonomous driving, they end up just looking like an expensive, less capable Tesla. If they go after celebrity endorsements, they’re just going to look like they are trying too hard.

Anyone who knows anything about driving knows there’s a gap the size of the Grand Canyon between driving a Lucid and driving a Tesla. Sit behind the wheel for a few hours, and suddenly you’re in a less expensive, perfectly capable Porsche.

It’s just obvious from the instant you drive it. The people who made this thing love to drive.

That’s your target audience. Grab as many people as you can who want an EV but are disappointed in all the major manufacturers who are backing away from the future. The people who want to love driving, not have a computer drive for them.

Don’t go after the tech nerds who want a computer on wheels. Go after the driving enthusiasts who want a luxurious, badass, canyon carver.

I feel like this ad is a step in that direction. And that makes me happy.

 

[watermelonrooste]

Why is Lucid spending millions of dollars in commercials? Wouldn't it be wise to invest them in the vehicles, service and the team? Why not focus on making a car which people would want to buy? Tesla has famously never done any kind of traditional marketing and now it is the most valuable car company because the product speaks of itself.

 

[HC_79]

Why is Lucid spending millions of dollars in commercials? Wouldn't it be wise to invest them in the vehicles, service and the team? Why not focus on making a car which people would want to buy? Tesla has famously never done any kind of traditional marketing and now it is the most valuable car company because the product speaks of itself.

Tesla is a rarity on that front, the only one that has come close recently is probably Rivian. A company can spend money on marketing as well as other things at the same time like R&D, Service Center expansion, hiring of staff, factory build outs, etc. Millions going everywhere at Lucid.

If they didn’t market or advertise the company/product then people would be screaming in here that they don’t do enough marketing and advertising.

 

[doubletwist]

Tesla has famously never done any kind of traditional marketing and now it is the most valuable car company because the product speaks of itself.

The key word is "traditional" and they were in a unique position in that they had an incredibly unique product that was effectively a totally new type of product entirely. There were other "electric vehicles" on the market but they were incredibly lame, and slow.

Coming in with a super sporty, and quick roadster was like nothing anyone had seen before. Then they had years of "we'll have a sporty and still-cool sedan soon" being talked about on forums and video sites.

It was all enough to sustain via word of mouth.

The state of the EV market is far different now. Everybody and their dog has at least one EV model. It's no longer an entirely new and novel concept. Lucid has spent years trying to let word of mouth work, and it was almost successful, but it's not enough by itself any more.

Obviously, they still need to execute on reliability, software, and service, but they need this advertising to and I for one am glad to see signs that they are executing that part well finally.

 

[socktucker]

Why is Lucid spending millions of dollars in commercials? Wouldn't it be wise to invest them in the vehicles, service and the team? Why not focus on making a car which people would want to buy? Tesla has famously never done any kind of traditional marketing and now it is the most valuable car company because the product speaks of itself.

Because Lucid speaking for itself wasn’t good. They need to create an image for the brand. They’ve quit going on about “packaging” too, which was a strange feature to go all in on.

 

[watermelonrooste]

Tesla is a rarity on that front, the only one that has come close recently is probably Rivian. A company can spend money on marketing as well as other things at the same time like R&D, Service Center expansion, hiring of staff, factory build outs, etc. Millions going everywhere at Lucid.

If they didn’t market or advertise the company/product then people would be screaming in here that they don’t do enough marketing and advertising.

True. But in this day and age of social media, word will spread if you have a good product. What is the point of inviting people to a party, when it sucks?

 

[9point81]

Going back to the ad, I just feel like it’s so important right now for Lucid to differentiate itself from other EV brands. Rivian, you must admit, does this very well. It’s not my cup of tea, but I can’t say they aren’t offering something unique.

What Lucid offers is all about the pure driving pleasure. If they waste time in their ads talking about specs and 0-60 numbers, or worse, hands-free autonomous driving, they end up just looking like an expensive, less capable Tesla. If they go after celebrity endorsements, they’re just going to look like they are trying too hard.

Anyone who knows anything about driving knows there’s a gap the size of the Grand Canyon between driving a Lucid and driving a Tesla. Sit behind the wheel for a few hours, and suddenly you’re in a less expensive, perfectly capable Porsche.

It’s just obvious from the instant you drive it. The people who made this thing love to drive.

That’s your target audience. Grab as many people as you can who want an EV but are disappointed in all the major manufacturers who are backing away from the future. The people who want to love driving, not have a computer drive for them.

Don’t go after the tech nerds who want a computer on wheels. Go after the driving enthusiasts who want a luxurious, badass, canyon carver.

I feel like this ad is a step in that direction. And that makes me happy.

Coming from the Taycan. I could not agree with all of this more! Well said!

 

[tmichael]

Why is Lucid spending millions of dollars in commercials? Wouldn't it be wise to invest them in the vehicles, service and the team? Why not focus on making a car which people would want to buy? Tesla has famously never done any kind of traditional marketing and now it is the most valuable car company because the product speaks of itself.

Spoken like a true accountant or engineer - a couple professions not widely known for selling anything.

By the way, it takes billions to invest in vehicles, service and the team - they spend millions on toilet paper and janitorial supplies - let's keep it in perspective.

 

[BS8899]

Spoken like a true accountant or engineer - a couple professions not widely known for selling anything.

By the way, it takes billions to invest in vehicles, service and the team - they spend millions on toilet paper and janitorial supplies - let's keep it in perspective.

Thanks for putting things in perspective!

 

[chork]

I prefer a SSB versus a Big Fluffy Everybody Is Happy Marketing commercial.