How is the Press Responding to the opening of Gravity Orders?

[hmp10]

By the way, I don't even know what "launch" means with the Gravity.

Was it the public reveal of the production-intent car at the L. A. Auto Show.

Was it the opening of orders?

Will it be the start of production?

The arrival of cars in the showrooms?

The start of deliveries?

 

[HC_79]

Just over a week after Gravity orders opened, I have to say things have been quite a bit different on the press front than I would have guessed a few weeks ago. I thought the opening of orders would herald a series of test drive reviews that had earlier been under embargo, and that Lucid and its fans would be basking in the glow of a stream of reviews lauding the Gravity's remarkable performance, room, and features.

Instead what we got was a brief rush of short articles and videos complaining more about the long and costly list of options than talking about the vehicle itself, because there was really nothing new to report other than the options on the order configurator. Since then, press coverage of the Gravity has ebbed to little more than a trickle consisting mostly of interviews with and statements from Peter Rawlinson about the marvels of the Gravity.

For a brand really looking to the Gravity to introduce Lucid to broader consumer awareness, it is about the most anti-climactic launch event I can remember outside the rather small coterie of current Lucid owners. When deliveries finally start and the automotive press starts reporting test drives, I just hope enough people outside this forum are still looking.

I don't know what to make of the departure of Lucid's marketing head on the heels of this, other than his return to his long tenure at Maserati was something one doesn't often see in such events.

I would give them another one or two weeks to see if we see any progression. In a recent interview, Peter mentioned that production was imminent, so hopefully, people will be contacted within the next one to two weeks to begin confirming orders.

Perhaps they will announce something or tie in with the LA Auto Show, considering the significant press coverage they will likely receive. They might have a car or two to showcase and initiate reviews.

Admittedly, I am now on the fence about their handling of the situation. A typical marketing campaign for a new product would involve a steady stream of information pre and post launch. Lucid did great with the “Road to Gravity” series but post order date it’s kind of been crickets. I was expecting a continued series of email updates or teasers to keep people engaged, such as “More to be revealed at the LA Auto Show.” However, apart from the “thanks for going on the journey” email, there has been a complete lack of communication. I understand their desire for secrecy and control over the narrative, but the longer they remain silent, the greater the risk of someone else potentially taking over the narrative. For example, the recent article with Motortrend rehashing old information because they’re obviously getting no new information being fed to them by Lucid.

Like is said, I’m on the fence. Do I think the launch campaign and ordering process was a disaster? No, but I also think it has some room for improvement. Guess we all just need to have a little patience and see how it all plays out.

 

[DrLucid]

Just over a week after Gravity orders opened, I have to say things have been quite a bit different on the press front than I would have guessed a few weeks ago. I thought the opening of orders would herald a series of test drive reviews that had earlier been under embargo, and that Lucid and its fans would be basking in the glow of a stream of reviews lauding the Gravity's remarkable performance, room, and features.

Instead what we got was a brief rush of short articles and videos complaining more about the long and costly list of options than talking about the vehicle itself, because there was really nothing new to report other than the options on the order configurator. Since then, press coverage of the Gravity has ebbed to little more than a trickle consisting mostly of interviews with and statements from Peter Rawlinson about the marvels of the Gravity.

For a brand really looking to the Gravity to introduce Lucid to broader consumer awareness, it is about the most anti-climactic launch event I can remember outside the rather small coterie of current Lucid owners. When deliveries finally start and the automotive press starts reporting test drives, I just hope enough people outside this forum are still looking.

I don't know what to make of the departure of Lucid's marketing head on the heels of this, other than his return to his long tenure at Maserati was something one doesn't often see in such events.

Totally agree. Sure the car is not ready test drive because it’s under production which is understandable, the company should try and do things to actively promote it through media. Start with a small thing like updating the order page with 360 views and some interviews. It’s been a full 9 days with nothing happening at all. Strategies to make people talk more about the car. Peter Rawlinson coming and saying gravity is the best SUV is not enough.
In the mean time some bad articles coming out from people calling themselves journalists publishing articles putting down bad things about gravity are circulating more.

 

[tonybot]

Could the opening of the order timed that way due to the earnings call? I remember major ADAS features being released last time around the technology day timeframe and the later pause due to issues encountered. Could it have been moved forward a bit hoping to excite the wall street?