As an early shareholder of Lucid Motors, I care about the success and growth of the company, and as a proud owner of the Lucid Air, I know it absolutely deserves to succeed given the quality of the products it delivers, and the future trajectory of upcoming products, and how do they benchmark with the competition. The fundamentals are very strong, and I like the stock
To help with accelerating the growth of the company, I have three ideas, thoughts, comments, suggestions for the marketing team that I hope to be taken positively and to see materialize in advertisements in the near future. I hope the below reaches Lucid management and marketing team.
1- There should be a focus on pushing the Air Pure and Touring trims to the general public, as I believe they don’t get the attention they deserve. Show how affordable it is to experience true luxury EV, explaining how similar they are to the GT and even the Sapphire. $70k is a very good deal for what the Pure can offer. We tend to forget that people spent $65k+ on Model Y’s in 2022 before they started to drop in price, and some of them thought they’re buying a luxury EV. Work on a video advertisement showing the similarities between a $70k Pure and a $130k GT or even a $250k Sapphire. Random YouTube reviews of the Pure/Touring don’t get the message delivered, partially because YouTubers have different objectives, like the very underwhelming review of MKBHD of the Pure which didn’t give it the value it deserves and didn’t pay it justice by highlighting the negatives (oh it only has 1 wireless phone charger, what a deal breaker lol). Show in the video ad that all trims of the Air have the same adaptive dampers that makes it feel like driving on clouds when on smooth drive mode, stick a go-pro next to the tire while it’s doing 90 mph to show how it absorbs vibrations from the road, encourage people to test drive it, the NVH experience is unmatched, especially at this price point. Show that all trims from $70k to $250k have the same amazing adaptive micro lens array LED headlights. Emphasize that all trims share the same beautiful design that make people’s heads turn when I drive by in my Lucid Air, and still to this day make them ask me what car this is. Show the similarities in the user interface and the screens we all share in the different trims of the Air. The recently released ASMR Sapphire video is amazing but a lost opportunity in my opinion, the first 50 seconds (out of 60) show the UI/UX very well, but it’s a lost opportunity since it was made using the Sapphire and most people can’t spare $250k on car, it would’ve made a better impact if it was done using the Pure/Touring where potential customers would see what their experience would look like, which can be very well within their budget. Maybe even highlight the larger legroom in the Pure/Touring and faster charging duration because of the smaller battery pack (I have more to say about the battery pack and the perception of range in my second point below). Normal people don’t care how fast it’ll take them to go from 0-60 mph when they use this beautiful machine to commute to work everyday. I’ve been noticing a huge push to show how amazing the Sapphire is, which is indeed a marvelous piece of engineering, but when the audience check the price tag and see it costs $250k, they’ll think yup sure it’s amazing and all but I can’t afford it and the ad becomes just for media content consumption and to increase views/follows on social media, rather than an increase in sales. To be clear I have nothing against the Sapphire and it’s still an unbelievable achievement to get 5 adult passengers with their luggage from point A to B in a super car at this price point, but again, the targeted segment of customers willing to pay this much on a vehicle is extremely limited, and this might negatively impact the sales of lower trims because the general public thinks they can’t afford such a beautiful vehicle, which is still not slow at all in every other trim, and they’re not aware of the many similarities between the different Air trims, and how the cheapest Pure trim still shares a lot of the engineering achievements being delivered in the more expensive trims.
2- The superior efficiency of the Lucid Air is not advertised well enough, and people don’t truly understand the impact of the efficiency of their EVs on their daily lives and more directly their pockets, including current EV owners, since most of them are still using the free charging packages that were included with their EV’s when they got them. The question all people ask about EVs is; what’s the range? Which is an extremely misleading factor to use to compare EVs, since it’s clearly missing the capacity of the battery pack. Two vehicles with the same 400 mile range with different battery capacities are not the same. Similar to gas vehicles, people should be asking what’s the efficiency; fuel economy (mpg) to correctly compare the efficiency of different vehicles and how long they can drive on a gallon of gas.
Showing charts of 5.0+ miles/kwh doesn’t really convey the message here, because this term is still very new and the general public won’t be interested in researching or understanding this term UNLESS it hits their pockets. On paper, the Air Pure with 420 mile range and the Hummer EV with 380 mile range might seem similar, with just 40 mile difference in range which is not a big deal, but what most people are missing is the unbelievable difference in battery capacity, with the Hummer’s battery being 3 times larger than the Lucid’s = costs 3 times to charge. This is not only a significant difference in the initial investment (battery cost) or the increase of the weight of the vehicle, but also a significant increase on the operating cost of the vehicle (charging costs). I HIGHLY recommend to work on a video (short but informative) comparing two EVs with significant difference in battery size to show the difference in the bang for the buck, show both EVs (I’d use the Hummer EV, it’s a joke when it comes to efficiency lol, but will help deliver the message) at a charging station, both starting at the same initial SoC, both charging up to the same final SoC, highlighting the difference in charging costs between charging an 88 kWh battery (~$50) vs a 250 kWh battery (~$150), the same range the driver will get from both (~400 miles), as well as the time spent to charge both batteries. The general public needs to understand that it’s basically a bigger tank of fuel, costing them more and taking longer to fill, while resulting in a similar or shorter range. This should be highlighting the superiority of Lucid’s technologies and efficiency.
3- Range anxiety and charging behavior: work a video showing how a normal person uses their Lucid Air in their daily life, highlighting the importance of charging at home and how it does the job for over 90% of the time. Show how every morning they wake up to a battery at 80%, show the battery percentage at the corner of the screen at all time, show their commute, their routine of kids school drop off/pick up, running errands, groceries, picking up family and friends from a local airport, and driving back home late at night with 20%-40% charge remaining, plugging it in in their garage, and waking up the next day with 80% SoC. Rinse and repeat. Maybe even show how cheap it is to charge at home, add a dollar value of the few bucks being spent each night and the total monthly cost, to show end customers that the monthly cost of charging their EV at home is cheaper than the weekly cost of a single gas tank. Also show that the vehicle can be used in their home garage without emitting toxic gases, show the family listening to music with SSP or having a massage in the front seats (my kids love that whenever we get a loaner with massage seats lol). The Gravity should have more features to show in this space.
