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RajD

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#lucidmotors #compromisenothing #nextplay #newcarsmellnomusk | Bryson Shellito | 74 comments

My time at Lucid Motors has officially come to a close, and I'm leaving incredibly proud of what we built. When I joined, the growth marketing program was a blank canvas. What followed was some of the most challenging and rewarding work of my career. Launching "Compromise Nothing," a campaign...
www.linkedin.com www.linkedin.com

Another departure, this one in marketing. Brand awareness is a massive weakness for Lucid, which I still feel has no real identity established in the market, despite how good the cars perform. The whole Timothy C campaign and NBA player engagements have been a huge whiff. Not sure there's been anything positive from the Compromise Nothing tagline either, as we all are experiencing many compromises in software to enjoy the great hardware and driving experience. Time for new marketing ahead of Cosmos.
 
their marketing is terrible BUT this feels like a scapegoat situation

Compromise Nothing was particularly ill suited slogan but he had no idea how poorly Lucid was going to execute their ideas.
 
RajD said:
www.linkedin.com

#lucidmotors #compromisenothing #nextplay #newcarsmellnomusk | Bryson Shellito | 74 comments

My time at Lucid Motors has officially come to a close, and I'm leaving incredibly proud of what we built. When I joined, the growth marketing program was a blank canvas. What followed was some of the most challenging and rewarding work of my career. Launching "Compromise Nothing," a campaign...
www.linkedin.com www.linkedin.com

Another departure, this one in marketing. Brand awareness is a massive weakness for Lucid, which I still feel has no real identity established in the market, despite how good the cars perform. The whole Timothy C campaign and NBA player engagements have been a huge whiff. Not sure there's been anything positive from the Compromise Nothing tagline either, as we all are experiencing many compromises in software to enjoy the great hardware and driving experience. Time for new marketing ahead of Cosmos.
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After five years, still no Lucid at the Portland Auto show.
 
socktucker said:
their marketing is terrible BUT this feels like a scapegoat situation

Compromise Nothing was particularly ill suited slogan but he had no idea how poorly Lucid was going to execute their ideas.
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I by no stretch think that Lucid delivered what I expected but I would respectfully disagree with a blanket statement of poor execution of ideas. I think that there’s a combination of growing pains (as Tesla had as well which has been discussed on this forum many times), poor management and constrained resources in a much more competitive environment than Tesla had with Model S and 3.

I am sure that with each campaign there’s an ROI attached for paying the ball players and the ballet/opera loving actor and that didn’t materialize.
Someone’s gotta take the hit and he may have had a bull’s eye on his back. Who knows…..
 
socktucker said:
their marketing is terrible BUT this feels like a scapegoat situation

Compromise Nothing was particularly ill suited slogan but he had no idea how poorly Lucid was going to execute their ideas.
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"Compromise Nothing" always felt like an irony more than a slogan to me.
 
It was also always in context of engineering attributes that are typically at odds, ie performance and efficiency, performance and practicality. In that sense most of their marketing still focuses on the performance, efficiency and packaging aspect as unique (and they are). Whether these are resonating with the consumer market is a different story, but it's hard to argue that both their products are going to be in the top 3 sellers of their respective categories. Unfortunately, it's clear they are compromising in daily usability on some basic stuff like fobs and service experience and software bugs.
 
Only the first head to fall in Sales and Marketing - I hope!
 
My biggest concern for the company isn't the marketing slogan or even the software or fob issues. It's the brand identity. They have basically zero brand identity.

If they a true luxury performance brand, why should someone choose Lucid over BMW, Mercedes, Porsche, or Volvo? What really sets them apart here? Their marketing is catering to the younger NBA and hollywood star-following crowd, and is completely missing the actual target audience that would buy AIr and Gravity.

Are they an adventurous family brand? While the Air would never qualify here, the Gravity might. Yet most of their marketing has consisted of track racing and random joyride with Timothy C, ultraluxury skiing trips (none of which is offroad btw), and driving around town. Their marketing has not catered to soccer moms, camping experiences, or off-roading very much. They probably don't compete with Rivian directly right now, as R1S and Gravity are so different. But make no mistake, they are losing customers to Rivian right now with the R2 launch. The customer orbit of Cosmos/Earth will definitely overlap with the orbit of the R2 customer.

I hope they are doing a full reset on marketing and brand building, which I imagine will come with Cosmos, but if it doesn't, I think very few will buy that car over the R2. And for those buyers, it will be because of how they don't like the R2 look, not necessarily anything special about Cosmos.
 
RajD said:
My biggest concern for the company isn't the marketing slogan or even the software or fob issues. It's the brand identity. They have basically zero brand identity.

If they a true luxury performance brand, why should someone choose Lucid over BMW, Mercedes, Porsche, or Volvo? What really sets them apart here? Their marketing is catering to the younger NBA and hollywood star-following crowd, and is completely missing the actual target audience that would buy AIr and Gravity.

Are they an adventurous family brand? While the Air would never qualify here, the Gravity might. Yet most of their marketing has consisted of track racing and random joyride with Timothy C, ultraluxury skiing trips (none of which is offroad btw), and driving around town. Their marketing has not catered to soccer moms, camping experiences, or off-roading very much. They probably don't compete with Rivian directly right now, as R1S and Gravity are so different. But make no mistake, they are losing customers to Rivian right now with the R2 launch. The customer orbit of Cosmos/Earth will definitely overlap with the orbit of the R2 customer.

I hope they are doing a full reset on marketing and brand building, which I imagine will come with Cosmos, but if it doesn't, I think very few will buy that car over the R2. And for those buyers, it will be because of how they don't like the R2 look, not necessarily anything special about Cosmos.
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Their investor roadshow marketing was terrible when they tried to address that. They clearly didn’t know wtf they were doing.
 
I believe this falls under marketing.

I was looking at their web page for ordering a car or selecting one from inventory. It is difficult to determine what's included with each of the trim levels (Air). Once you dig deep enough (have to download a PDF), it is clear that heated steering wheel, heated rear seats, four zone HVAC, power frunk, soft close doors, heated wipers, upgraded sound, 360 cameras and some other items are optional on the Touring.

There is no indication if these are bundled or stand alone options (sound, advanced driving are stand alone and searchable for inventory cars). When searching inventory there is no way to see which cars have which options (other than sound and upgrade adas). Looking at individual cars I only see some with a convenience package. Yet I can't find a breakdown of whats included in the convenience package.

How do they expect a prospective customer to navigate this mess of an order/search web site.

Also who thought it was smart to not include heated steering, heated rear seats, and heated wipers in any car in this class (especially any EV).
 
Pragmatic said:
Also who thought it was smart to not include heated steering, heated rear seats, and heated wipers in any car in this class (especially any EV).
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The bean counters.... :mad:
 
Pragmatic said:
I believe this falls under marketing.

I was looking at their web page for ordering a car or selecting one from inventory. It is difficult to determine what's included with each of the trim levels (Air). Once you dig deep enough (have to download a PDF), it is clear that heated steering wheel, heated rear seats, four zone HVAC, power frunk, soft close doors, heated wipers, upgraded sound, 360 cameras and some other items are optional on the Touring.

There is no indication if these are bundled or stand alone options (sound, advanced driving are stand alone and searchable for inventory cars). When searching inventory there is no way to see which cars have which options (other than sound and upgrade adas). Looking at individual cars I only see some with a convenience package. Yet I can't find a breakdown of whats included in the convenience package.

How do they expect a prospective customer to navigate this mess of an order/search web site.

Also who thought it was smart to not include heated steering, heated rear seats, and heated wipers in any car in this class (especially any EV).
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Fully agree. This is part marketing and part sales I imagine. It's really crazy that they've made ordering and configuring so difficult to navigate when it is incredibly easy and engaging on most other manufacturer's sites. This turns off many customers who aren't wanting to go so deep or who feel they were misled even by the complexity of the options.
 
RajD said:
Fully agree. This is part marketing and part sales I imagine. It's really crazy that they've made ordering and configuring so difficult to navigate when it is incredibly easy and engaging on most other manufacturer's sites. This turns off many customers who aren't wanting to go so deep or who feel they were misled even by the complexity of the options.
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Actually it’s 100% fault of the UX designer they hired or tried to do in house, the only fault of marketing would be whoever approved this.
 
socktucker said:
Actually it’s 100% fault of the UX designer they hired or tried to do in house, the only fault of marketing would be whoever approved this.
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The buck stops there! Not the UX designer's fault.
 
Pragmatic said:
I believe this falls under marketing.

I was looking at their web page for ordering a car or selecting one from inventory. It is difficult to determine what's included with each of the trim levels (Air). Once you dig deep enough (have to download a PDF), it is clear that heated steering wheel, heated rear seats, four zone HVAC, power frunk, soft close doors, heated wipers, upgraded sound, 360 cameras and some other items are optional on the Touring.

There is no indication if these are bundled or stand alone options (sound, advanced driving are stand alone and searchable for inventory cars). When searching inventory there is no way to see which cars have which options (other than sound and upgrade adas). Looking at individual cars I only see some with a convenience package. Yet I can't find a breakdown of whats included in the convenience package.

How do they expect a prospective customer to navigate this mess of an order/search web site.

Also who thought it was smart to not include heated steering, heated rear seats, and heated wipers in any car in this class (especially any EV).
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Some can get away with it (Porsche) but not a new car company that has to earn its brand loyalty and win customers over.

I get Lucid wants to position themselves as a luxury company first and likely an EV company second. Great. The problem is that a lot of the luxury customers have spent years with other brands and know what to expect from them. With Lucid, it's a leap of faith at best or knowing of all the software issues and service center delays and risking it anyway.

Some argue here that people should do their research before purchasing a vehicle. While I don't disagree, it shouldn't require a dissertation on the option list and spending hours trying to understand what is and what is not included.

Marketing these vehicle should not be difficult. Stupid range, fast af, absurd amount of space. luxury touches/features and runs on electricity when gas is over $4 nationally. The proposition is great. How have they struggled to convey these to the general public?
 
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