Let's play armchair CMO

[DreamTour]

So I've been reading lots of thread about of Lucid can do better on marketing, but nothing strategic about what they could actually be doing better. We hear a lot of tactical they shoulda have done this, but nothing rolling up to a real consistent go to market strategy.

Don't get me wrong, I do think Lucid can greatly improve on their marketing. I used to GM an Ad agency before i transitioned to martech so this is something that's actually in my wheelhouse.

I wanted to spawn a healthy debate on where Lucid is falling down on marketing. By having this discussion we may be able to put words to what it is some are feeling as lacking.

So here's a prompt to get things started. (Let's see if we agree here)

1.) What customer segment do you think Lucid is addressing?

1.) What value proposition does Lucid bring to the market?

2.) What makes Lucid different?

3.) What proof points substantiate the above?

 

[tonybot]

I have noticed a major issue with Lucid that doesn’t seem to be in my wheelhouse: brand awareness. It feels like a lot of people who could be potential buyers simply haven’t heard of it yet.

For example, after church this morning, an older gentleman driving a Porsche Cayenne stopped to ask me about my Lucid Air. He’d never even heard of Lucid. We chatted, and he seemed genuinely interested—he’s a doctor, so he can definitely afford it and is now planning to check it out.

I’ve also been talking to some colleagues at my tech company—most of them are executives who drive Teslas. Shockingly, many had no clue what Lucid was either. I’m working on convincing a few of them to take a test drive because once you experience it, you’re hooked.

But this brings up a big question: how do they reach this cohort of people who can absolutely afford a Lucid but have never heard about the brand? I’m talking about folks in major markets like Dallas and Houston.

Some ideas:
National ad campaigns – Could Lucid explore something bigger, like ads during major sports events? Or even streaming platforms during something like a Mike Tyson fight if ad supported? Those are the places where a lot of folks tune in.

Brand ambassador – What about getting a well-known figure to represent Lucid? Someone with the right mix of luxury and tech appeal could really put the brand on the map. Pair that with a killer ad campaign, and it could drive the kind of awareness we’re missing.

I am just thinking out loud here—would love to hear everyone’s thoughts.

 

[mxp]

Now, ...How would I direct a Lucid Ad? Like this....

 

[HC_79]

Clearly, the marketing strategy is effective, regardless of public opinion. If a single model outperforms all others in a specific segment, it indicates that the company is making the right moves.

 

[tonybot]

Clearly, the marketing strategy is effective, regardless of public opinion. If a single model outperforms all others in a specific segment, it indicates that the company is making the right moves.

I get where you’re coming from, but even Peter Rawlinson touched on this in the Cars & Culture podcast. He acknowledged that brand awareness is an area they’re working to improve. He also talked about how they have figured out engineering but are still figuring out marketing.

I acknowledge that they are making improvements—they have been showing up on my Facebook feed recently, showing targeted marketing. However, my anecdotal experience, which I shared earlier, indicates that there are addressable convertible owners who can afford a Lucid. I am sure others in this forum have had similar encounters. I love my car, and I genuinely believe that if more people are aware of and experience it, it will be hard for them not to jump in!

Here is the relevant section from the podcast transcript with Peter.

“Some people wouldn't know you're out selling all the facing competitors in the US according to Cox Automotive. That includes the Model S, which you engineered, the Taycan, the EQS, the i7, the e-tron GT.

So the runway appears to be opening for you to some extent. And now you have product that's coming.

Yeah, I think a lot of this is just brand recognition.

It's marketing, isn't it?

A lot of it's marketing. We excel at engineering things. We're learning how to market.

So how do you need to market? What's your recommendation on marketing better?

Yeah, it takes time. I'm learning how long it takes. Oh, man.

Yeah, a brand isn't built in a day.

Yeah, well, it is recognition, right?

Yeah. And I think, you know, I was talking to a well-known journalist just very recently. It was his first experience in a Lucid Air, and I was surprised by that.

A lot of people, even people following this trend, haven't really experienced the car. So I think there's a lot of educating to be done and awareness to be gained. And I think that that's what is limiting our volume.

It's not being our ability to produce. It's our ability to capture that market, although we're out selling the grand demarks already.”

From Cars & Culture with Jason Stein: Episode 178: Lucid CEO & CTO Peter Rawlinson, Nov 7, 2024

 

[Blue Lectroid]

I believe that Lucid CAN follow the Tesla "marketing by word of mouth" playbook, BUT they need to get product on the streets faster. By way of example, through Tesla's referral program I helped refer 14 people who ultimately bought and drive Teslas. None of these folks are particularly enamored with where Tesla has gone as a company -- terrible customer service a CEO who spends precious little time on the Company and technology that is getting long in the tooth. I believe that at least half (probably more) of the people who at first came to Tesla will be very interested in Lucid...BUT they want to see one, feel one, touch one AND hear about the car after I've been driving it for a bit. The factory has ample excess capacity and I ordered my Pure two weeks ago. Why does it take "2-5 MONTHS" to deliver? And, why are there no Gravities in the Lucid Studios when the vehicle is available to order? Both of those things are significant operational hinderances to executing the "word of mouth" marketing approach that Lucid seems to be taking...all IMHO, of course.

 

[Ampere]

I sadly agree that Lucid needs to put its name out there. I've driven my Air Touring for almost two years, yet no one who inquires about the car has heard of Lucid. When I'm bragging about it to friends and strangers they look perplexed. Lucid? Never heard of it.
At least Jonathan Gitlin mentioned it on the Ars Technica website. He was knocking down faulty perceptions about EVs. When it came to "limited range," he basically said if that's your major concern, buy a Lucid.
Incidentally, although the company stock may largely be held by the Saudis, it wouldn't hurt to brag that Lucid is headquartered in California and manufactured in Arizona. It is an American car. It is not a nameplate on a Chinese car, such as Polestar.

 

[Blue Lectroid]

One of the reasons it has taken me so long to replace my Tesla Model 3P (even though I have wanted to for the past 6 months) is that my requirements for any new car are:

1. It’s an EV AND more efficient than the prior one;
2. It’s made in the USA;
3. I need to believe in (and feel good about) the Company’s leadership;
4. It’s fun to drive;
5. It is “relatively” affordable.

The fifth item above (and to a lesser extent, the fourth) are what kept me from Lucid until now. Obviously those two are both highly subjective, but for me, the Pure RWD solved both of those “issues” (real or imagined).

I test drove both models in my price range — Pure RWD and GT. Sadly, it’s a rare day that I significantly prefer the less expensive option of anything…in this case, it sealed the deal!

 

[joec]

It's a bit of a double-edged sword, brand recognition.

What is the brand right now? A luxury sedan almost no one can afford. Soon to be joined by a luxury SUV almost no one can afford.

So yes, we want more people to know who Lucid is, but there's a danger Lucid becomes cemented in people's minds as "that super expensive" car brand. And that will be hard to combat when mid-size is released.

So I do think getting the word out there to the specific markets where Lucid currently plays is important. They do need to sell cars in the meantime. But household name status can probably wait a few more years.

 

[vav493]

It's a bit of a double-edged sword, brand recognition.

What is the brand right now? A luxury sedan almost no one can afford. Soon to be joined by a luxury SUV almost no one can afford.

So yes, we want more people to know who Lucid is, but there's a danger Lucid becomes cemented in people's minds as "that super expensive" car brand. And that will be hard to combat when mid-size is released.

So I do think getting the word out there to the specific markets where Lucid currently plays is important. They do need to sell cars in the meantime. But household name status can probably wait a few more years.

Peter mentions the “super expensive” car brand as an issue on the earnings calls from time-to-time. I’m a bit… comically puzzled by the confusion because what else was expected when you only partner with brands like “Hermès” or “Saks Fifth Avenue.” Or showing the car in a TV show like “Billions” or talking about partnering with “Aston Martin” or being chauffeured in a Lucid if you book at the “Four Seasons.”

Don’t get me wrong: I understand that brand takes time to build, and these weren’t meant to be short-term wins; however, no one is going to realize the pricing is on par with Porsche, Lexus, BMW, Mercedes, Audi, etc. with name-drops like that.

Also, I’m not sure if they’re attempting or leading with a “product-led growth” strategy (or essentially, word of mouth) but two issues in MY opinion (as a finance person): this isn’t solely how consumers hear about new vehicles and with a total of about 17,737 vehicles delivered since inception as of Q3 2024, I would find it difficult to imagine that word of mouth will spread rapidly enough. I think someone else mentioned this in another thread, but while consumers love hearing about the tech and engineering, most that care are enthusiasts or engineers themselves. A lot of the people I know who purchase in the luxury car segment aren’t worried about “most aerodynamic profile” or “most sophisticated engineering” - they want to know: does it work, what are standard features, what is it going to make me feel like (or what is it going to make other people think lol), do others have it, and does it go vroom vroom? (or I suppose, zoom zoom since there’s no engine lol)

I noticed an Instagram ad for Lucid and I just sighed in relief: “Finally.” I think more people are starting to hear about it; I’ve had some people come up and say “I’ve heard about them but haven’t seen one in person yet until now!” It’s definitely a head turner, but I think it’s a weird spot where no one really knows if it’s not on the road because it’s “new” or because it’s insanely expensive.

 

[Amster]

Peter mentions the “super expensive” car brand as an issue on the earnings calls from time-to-time. I’m a bit… comically puzzled by the confusion because what else was expected when you only partner with brands like “Hermès” or “Saks Fifth Avenue.” Or showing the car in a TV show like “Billions” or talking about partnering with “Aston Martin” or being chauffeured in a Lucid if you book at the “Four Seasons.”

I have to agree with this. People in that market segment were maybe the most likely to buy a Lucid when the price started over $100K. But with the Pure out, they need to create a different image for the vehicle. I don't think I've ever seen a Lucid ad that gave the impression that it was a blast to drive, or that it was luxury you could afford if you spent just a little extra money.

 

[Tâm]

1.) What customer segment do you think Lucid is addressing?

At the start, the price was above $100,000. That indicates it's a luxury price and not an economy price.

Now, it gets down below $80,000.

Also, there's a rumor that the car will cost about $50,000 in 2026, so the brand is also open to the middle class.

1.) What value proposition does Lucid bring to the market?

For EV, I value range the most.

2.) What makes Lucid different?

Range

3.) What proof points substantiate the above?

I'll probably switch when China brings a 649-mile Nio ET7 to the US.

When I bought an EV in 2012, a few of my friends would ask which celebrities got one (George Clooney got a Roadster EV...)

In 2022, when I got Lucid, all my friends and family never heard of Lucid. A few also asked if celebrities have bought one yet (Australian actor Kodi Smit-McPhee, The Lord of the Rings actor Orlando Bloom...)

I guess, for some, they value the influencers.

 

[hmp10]

It's a bit of a double-edged sword, brand recognition.

What is the brand right now? A luxury sedan almost no one can afford. Soon to be joined by a luxury SUV almost no one can afford.

So yes, we want more people to know who Lucid is, but there's a danger Lucid becomes cemented in people's minds as "that super expensive" car brand. And that will be hard to combat when mid-size is released.

So I do think getting the word out there to the specific markets where Lucid currently plays is important. They do need to sell cars in the meantime. But household name status can probably wait a few more years.

Peter mentions the “super expensive” car brand as an issue on the earnings calls from time-to-time. I’m a bit… comically puzzled by the confusion because what else was expected when you only partner with brands like “Hermès” or “Saks Fifth Avenue.” Or showing the car in a TV show like “Billions” or talking about partnering with “Aston Martin” or being chauffeured in a Lucid if you book at the “Four Seasons.”

Yes, and yes. I think there are inherent disconnects coming from the top in what Lucid wants to be.

Rawlinson has oscillated between giving interviews talking about the Gravity's taking Lucid into a market six times larger than sedans and then talking about the Gravity's being benchmarked against the Porsche Taycan and the Lamborghini Urus. The Taycan and Urus markets are not six times anything else in the automotive world except perhaps ultra-exotics.

There were also earlier interviews where Rawlinson talked about the Porsche business model as the one most fitting for Lucid . . . later followed by talks about the Lucid midsize taking the company into the mass market and square onto Model Y turf.

I suspect these conflicting messages sowed the seeds for the confusion and even anger that erupted in the media over the Gravity pricing and options structure announced just over a couple of weeks ago. People, including even seasoned EV reviewers such as Kyle Conner, somehow thought a vehicle that was touted as being at the pinnacle of the EV SUV world would be priced like a GM or Ford.

 

[illopp00]

Yes, and yes. I think there are inherent disconnects coming from the top in what Lucid wants to be.

Rawlinson has oscillated between giving interviews talking about the Gravity's taking Lucid into a market six times larger than sedans and then talking about the Gravity's being benchmarked against the Porsche Taycan and the Lamborghini Urus. The Taycan and Urus markets are not six times anything else in the automotive world except perhaps ultra-exotics.

There were also earlier interviews where Rawlinson talked about the Porsche business model as the one most fitting for Lucid . . . later followed by talks about the Lucid midsize taking the company into the mass market and square onto Model Y turf.

I suspect these conflicting messages sowed the seeds for the confusion and even anger that erupted in the media over the Gravity pricing and options structure announced just over a couple of weeks ago. People, including even seasoned EV reviewers such as Kyle Conner, somehow thought a vehicle that was touted as being at the pinnacle of the EV SUV world would be priced like a GM or Ford.

He stated they wanted to be mass market but premium, he said 1MM unit in the early next decade, so really its heading towards BMW to have the combination of luxury, sporty driving and price and profitability...

With my Air the first impressions from random people who have no idea what Lucid and ask questions are : Its definitely an EV but the want to confirm, it looks expensive, it looks futuristic. So they have the road presence. The geeky engineering stuff like space, practicality, range and efficiency only take place once someone who was going to buy a Tesla, BMW, Mercedes or Audi goes and compares and finds out its better in majority of those aspects and that is enough to overcome the 'brand safety'.

I think most people who haven't looked at buy a new legacy ICE OEM lately have only now understood the ICE sticker shock and what Ark Invest keeps predicting about EVs getting cheaper than them overall..

 

[hmp10]

Yes, and yes. I think there are inherent disconnects coming from the top in what Lucid wants to be.

Rawlinson has oscillated between giving interviews talking about the Gravity's taking Lucid into a market six times larger than sedans and then talking about the Gravity's being benchmarked against the Porsche Taycan and the Lamborghini Urus. The Taycan and Urus markets are not six times anything else in the automotive world except perhaps ultra-exotics.

There were also earlier interviews where Rawlinson talked about the Porsche business model as the one most fitting for Lucid . . . later followed by talks about the Lucid midsize taking the company into the mass market and square onto Model Y turf.

I suspect these conflicting messages sowed the seeds for the confusion and even anger that erupted in the media over the Gravity pricing and options structure announced just over a couple of weeks ago. People, including even seasoned EV reviewers such as Kyle Conner, somehow thought a vehicle that was touted as being at the pinnacle of the EV SUV world would be priced like a GM or Ford.

Sorry, I meant the Porsche Cayenne in the above post, not the Taycan. Too late to edit (unless a moderator can do it for me and delete this post?).

 

[Wilber]

The marketing should emphasize the performance and luxury of the car. A similar approach to BMW. So, it is not just a grocery getter but a car that is fun to drive. And, mention the prices of the less costly variants. the Pure RWD starting under $70k for eg. For performance they should mention handling/steering, and acceleration (that is smooth and QUIET and non vibrating) and braking and the value of regen. For luxury - focus a bit on the beautiful exterior. Not just a passing shot, but take at least 10 seconds to show it in all its glory. No ugly kidney grill like you know who (and i have owned plenty of em). And another 10 second video of the interior and screens and roominess. And mention the range, but do NOT make a big deal about it. If you really focus on range then that is reminding folks of a disadvantage of EVs. Actually you might leave range completely out of some adverts.

 

[hmp10]

I envision a Lucid ad scripted something like this:

We are Lucid Motors.

We are a new company built by the most experienced automotive engineers and designers in the world.

Our vehicles are engineered and built in the U.S.

We make the most powerful production sedan in the world.

We make the longest range electric vehicle in the world.

Our first product -- the Lucid Air -- has won more automotive awards than any other car in the world.

We are introducing a new sport luxury SUV -- the Lucid Gravity -- that will be the product you should expect from such a company.

Our products are expensive now, but the technology that gives them their incredible power, range, handling, room, and style has been especially developed for more popularly-priced cars that are coming your way soon.

Watch us. We think you'll like us.

Then, each line in the ad should be accompanied by a fade-in / fade-out shot illustrating the point.

 

[Steve181]

One of the reasons it has taken me so long to replace my Tesla Model 3P (even though I have wanted to for the past 6 months) is that my requirements for any new car are:

1. It’s an EV AND more efficient than the prior one;
2. It’s made in the USA;
3. I need to believe in (and feel good about) the Company’s leadership;
4. It’s fun to drive;
5. It is “relatively” affordable.

The fifth item above (and to a lesser extent, the fourth) are what kept me from Lucid until now. Obviously those two are both highly subjective, but for me, the Pure RWD solved both of those “issues” (real or imagined).

I test drove both models in my price range — Pure RWD and GT. Sadly, it’s a rare day that I significantly prefer the less expensive option of anything…in this case, it sealed the deal!

My feelings exactly!! After ordering a base pure RWD online (without a test drive or showroom visit) at end August, it finally arrived in my driveway last Sunday. As my wife said, you have to really want it, since buying/delivering via online is really tough.

They also need to get a few more studios in the South East. They need to get a wealth map and draw 3 hour circles to see where to place more studios. I was not willing to drive 6 hours to Atlanta.

 

[Blue Lectroid]

I envision a Lucid ad scripted something like this:

We are Lucid Motors.

We are a new company built by the most experienced automotive engineers and designers in the world.

Our vehicles are engineered and built in the U.S.

We make the most powerful production sedan in the world.

We make the longest range electric vehicle in the world.

Our first product -- the Lucid Air -- has won more automotive awards than any other car in the world.

We are introducing a new sport luxury SUV -- the Lucid Gravity -- that will be the product you should expect from such a company.

Our products are expensive now, but the technology that gives them their incredible power, range, handling, room, and style has been especially developed for more popularly-priced cars that are coming your way soon.

Watch us. We think you'll like us.

Then, each line in the ad should be accompanied by a fade-in / fade-out shot illustrating the point.

LOVE THIS!!!!!!

 

[Steve181]

Great!! I'm an engineer, and bought for the superior technology.

I would change: "Our products are expensive now, but the technology that gives them their incredible power, range, handling, room, and style has been especially developed for more popularly-priced cars that are coming your way soon." to.....

Our products provide superior technology that gives them their incredible power, range, handling, room, and style. They offer excellant value for their price.

Also super important: Get more visibility at high end malls.