Look at it this way... How many of us have had this conversation more than a dozen times?
Rando: Wow! Cool car! What is it?
Me: It's a Lucid Air Grand Touring
Rando: Wow. Lucid...who makes it?
Me: Lucid
Rando: Who are they?
Kim Java's channel is viewed by millions. If nothing else those millions will get a good introduction to the brand. That is priceless marketing. And for those who are familiar with the brand, any positive comparisons to Tesla, where Kim is often seen, right or wrong, as the ultimate brand shill, can move the consideration needle way more than most experienced marketing departments with millions of corporate dollars behind them. It would be like getting Michael Jordan to wear Adidas.