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Bob Lutz and the Lucid Air

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Revs

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As I have stated on other threads, the lack of marketing surrounding Lucid cars is hurting their sales. And they have an unlimited budget to market their products. This was echoed by Bob Lutz in this interesting interview. When asked about which is the best car he had driven this year, answer “Lucid Air”. The response he always gets, “ah what”? He says, “yeah a Lucid Air, Car and Drivers, COTY” in 2024. It gets great reviews. If you are a car person, I think you will enjoy it. If you are a business person, there is lots there for you as well.

I now have almost 5k km on my Air touring. As an owner of many luxury brands such as Porsche, BMW, Audi, etc. I can unequivocally say this beats them all. Bentley feel, with supercar acceleration, great range and charging. The worlds best kept automotive secret. Shame.

If you don’t want to listen to entire podcast, you can skip to the end to hear his views on Lucid, but as a side note, for you investors, he also says, “great products can overcome anything.” But he also notes car manufacturers should never release a product that’s not fully ready to satisfy production dates. Not sure if there is an argument to made about Gravity, as I don’t own one, but there does seem to be a few gripes on these pages.

 
I think it's not a great strategy to promise something and then limit availability in any way, whether its trims, options....huge momentum loss. Very legit reasons are of course there like supply chain issues. There is a reason the Chinese EVs have taken over and that is because they have seemingly unlimited availability....
 
illopp00 said:
I think it's not a great strategy to promise something and then limit availability in any way, whether its trims, options....huge momentum loss. Very legit reasons are of course there like supply chain issues. There is a reason the Chinese EVs have taken over and that is because they have seemingly unlimited availability....
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Lots of people willing to work for relatively cheap, and lots of factories, leads to lots of throughout. Also, China doesn’t exactly have a spectacular record with things like worker protections.

It is obvious, of courses, that your statement is correct. It is always bad to promise something and then have to change it, for almost any reason, even if those reasons are legitimate.
 
Fair point on the marketing side. "Oh, you drive a Lucid Air? Who makes that?"
 
They are becoming more and more well known though. I saw one almost a year ago as a curiosity, then this last ad blitz created a lot of awareness and now I have a 2026 in my garage.

What I'm saying is that whatever they are doing now, is working.
 
Revs said:
As I have stated on other threads, the lack of marketing surrounding Lucid cars is hurting their sales. And they have an unlimited budget to market their products. This was echoed by Bob Lutz in this interesting interview. When asked about which is the best car he had driven this year, answer “Lucid Air”. The response he always gets, “ah what”? He says, “yeah a Lucid Air, Car and Drivers, COTY” in 2024. It gets great reviews. If you are a car person, I think you will enjoy it. If you are a business person, there is lots there for you as well.

I now have almost 5k km on my Air touring. As an owner of many luxury brands such as Porsche, BMW, Audi, etc. I can unequivocally say this beats them all. Bentley feel, with supercar acceleration, great range and charging. The worlds best kept automotive secret. Shame.

If you don’t want to listen to entire podcast, you can skip to the end to hear his views on Lucid, but as a side note, for you investors, he also says, “great products can overcome anything.” But he also notes car manufacturers should never release a product that’s not fully ready to satisfy production dates. Not sure if there is an argument to made about Gravity, as I don’t own one, but there does seem to be a few gripes on these pages.

Click to expand...
Hadn't seen this one, so thanks for pointing it out. Lutz is just a wealth of knowledge and still super sharp at 93. And the pro-Lucid comments are an added bonus
 
At 1h 20 mts - he says Rivian may not make it, Lucid is fine…at 1h 22 mts he says he would buy a Lucid Air if not being loyal to Detroit!
 
Thanks for posting. Exceptional exposition on the industry. Bob Lutz has more credibility than anyone among those who follow the industry. His opinion of the Air is very encouraging but from a marketing perspective his reputation and acumen are unlikely to resonate with the public, which is a pity. A bit disappointed that the interviewer did not ask follow up questions about the Air, Gravity and Sapphire.
 
1:22:28
Bob Lutz :

“…A lot of times people ask me, well, if you didn't have the loyalty to General Motors of Ford or Stellantis, what would you drive? I'd say l'd drive a Lucid Air…”
 
That’s actually really noteworthy coming from him. The guy is an industry legend.
 
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