Lucid Marketing Ideas and Thoughts

No, but you’re referring to the large group of people who were impacted by Tesla’s aggressive pricing adjustment and then suggested that Lucid should throw them a bone. A car is significantly more expensive than a Samsung product, where they likely have substantial margins to absorb a loss while still maintaining a profit. Since Lucid isn’t making a profit, your suggestion would put them further into the red.
Again, this is not about Tesla’s aggressive pricing adjustment, I’m not sure why do you keep going back to this point, were you impacted by it?
This is about new marketing ideas, if a Tesla owner knew they’ll get a higher trade-in value for their Tesla when trading it in for a Lucid, they’ll highly consider giving it a shot. Regardless of being underwater or not (if you missed this part in my previous comment).
It doesn’t need to be further losses into the red for Lucid, if someone knows what they’re doing, it can be shifting losses from one venue to another, if the former marketing venue isn’t working, and there’s a low hanging fruit of current EV owners who are already looking for alternatives and comfortable with living with EVs, so they can experience first hand how superior Lucid’s vehicles are, and can push sales further to them and their word of mouth to others.
It’s about ideas and the bigger picture, not the nitty gritty details of magically solving all problems of a $6B+ company.
 
All luxury EV’s have a steep depreciation curve Lucid/ Porsche Taycan/ BMW/ Mercedes /Tesla. It’s all the same. You’ll be in shock what you can actually sell your vehicle for and what dealers are offering. Wait till all these cars come off lease it’ll be a bloodbath for sellers. However, A great time to buy used.
 
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.
This is great, and I’ve been seeing these ads for the past 6+ months in my social media, as the algorithms think I’m interested in Lucid vehicles, but doesn’t know I’m driving one as my daily driver lol. Some of these ads even highlight the affordability and show the lease deals they keep on running. But I honestly think this is still traditional marketing that doesn’t highlight Lucid’s competitive advantages or answer many of the questions on the minds of the general public, like range anxiety, how superior Lucid’s efficiency is, what does it really mean and how does it impact their running costs of owning a Lucid vs other EVs.
I like the thought that you've put in here, however, *far* too many people (here in the Boston metro area) say to me, "Your car is beautiful. What is it?"

When I reply, "It's a Lucid." they say, "Who makes it?" I'm pretty sure that Peter Rawlinson, et al. don't want me to be their pitchman.

I know almost nothing about marketing. But one thing that I do know is that the first step *must* be to answer the question "Who are you?"

Efficiency and value are, of course, important but if one does not know that Lucid Motors is an American manufacturer of electric vehicles then Lucid Motors is fighting an uphill battle.

Get the name out there and, I think, the rest will follow.
 
Read this and you'll start to see Lucid's pivot in marketing, you'll see some similar themes.


Many of you have have attended a Lucid owners club event lately. This is a relatively new brand experience. Zak Edson pivoted to take on owner experience. If you've had a chance to do a factory or hq tour, its on another level of brand experience.

In fact Peter Rawlinson DOES want you to be a pitchman, because who is more credible a reference than an owner who spent their own money on the product? You don't need to be a trained marketer or salesperson if you love the product, the authentic reaction is proof in itself.
 
Read this and you'll start to see Lucid's pivot in marketing, you'll see some similar themes.


In fact Peter Rawlinson DOES want you to be a pitchman, because who is more credible a reference than an owner who spent their own money on the product? You don't need to be a trained marketer or salesperson if you love the product, the authentic reaction is proof in itself.
In the almost two years I've had the Lucid, I've had people stop and ask questions lots of times. I always take time to talk with them and tell them how great the car is. At an EV event in September, my car was parked in view of the official Lucid tent, but someone came over and wanted an owner's view as opposed to a salesperson's. He ended up sitting in the car for 15 minutes as I showed him everything I liked about it, calling his friend and Facetiming him so he could see as well, and talking his friend into going into the Lucid showroom near him to drive one. For a product that's not well known, owners do matter a lot.
 
Read this and you'll start to see Lucid's pivot in marketing, you'll see some similar themes.


Many of you have have attended a Lucid owners club event lately. This is a relatively new brand experience. Zak Edson pivoted to take on owner experience. If you've had a chance to do a factory or hq tour, its on another level of brand experience.

In fact Peter Rawlinson DOES want you to be a pitchman, because who is more credible a reference than an owner who spent their own money on the product? You don't need to be a trained marketer or salesperson if you love the product, the authentic reaction is proof in itself.
I get it and I'm happy to go on, ad nauseam, about my car and what I know of Lucid Motors. (Believe me. Just ask my wife.) But my interactions with 4 or 5 people a month are not going to move the sales needle. Even when leveraged by some larger percentage of Air owners it's weak sauce compared to a wider media campaign which answers the "Who are you?" question. Plus, does Lucid Motors really want me to control their narrative?

Nearly every car-shopping person knows the Porsche name. Their cars may not fit the person's particular bill but they know the name. Almost no one with whom I've spoken (admittedly a small sample size) knows the name "Lucid."

I have to believe that a 30 day, widespread, 15 second, TV/radio, "Lucid Motors - Compromise Nothing" spot campaign will pique a lot of interest. Then let the would-be purchaser do the research/legwork. The Air or Gravity may not be of interest to them but they'll know what Lucid Motors is and the subsequent steps in the sales process will be easier.
 
I get it and I'm happy to go on, ad nauseam, about my car and what I know of Lucid Motors. (Believe me. Just ask my wife.) But my interactions with 4 or 5 people a month are not going to move the sales needle. Even when leveraged by some larger percentage of Air owners it's weak sauce compared to a wider media campaign which answers the "Who are you?" question. Plus, does Lucid Motors really want me to control their narrative?

Nearly every car-shopping person knows the Porsche name. Their cars may not fit the person's particular bill but they know the name. Almost no one with whom I've spoken (admittedly a small sample size) knows the name "Lucid."

I have to believe that a 30 day, widespread, 15 second, TV/radio, "Lucid Motors - Compromise Nothing" spot campaign will pique a lot of interest. Then let the would-be purchaser do the research/legwork. The Air or Gravity may not be of interest to them but they'll know what Lucid Motors is and the subsequent steps in the sales process will be easier.
I couldn't agree more -- this needs to be both a Top-Down (i.e. from Lucid) and Bottom-Up brand awareness effort. I do, however, think that we as "brand ambassadors" have far more power than you may be giving us credit for. With word of mouth amplified by social media's power these days, we all have a much larger megaphone and should use it. "I switched to Lucid because its a better car -- it compromises nothing. It also doesn't hurt that I don't wince every time the Company's leadership speaks."
 
I couldn't agree more -- this needs to be both a Top-Down (i.e. from Lucid) and Bottom-Up brand awareness effort. I do, however, think that we as "brand ambassadors" have far more power than you may be giving us credit for. With word of mouth amplified by social media's power these days, we all have a much larger megaphone and should use it. "I switched to Lucid because its a better car -- it compromises nothing. It also doesn't hurt that I don't wince every time the Company's leadership speaks."
I like it. Perhaps a short "talking points" memo from Lucid headquarters could raise awareness in the "brand ambassador?" It could help to keep the message on-topic and focused. Perhaps.
 
I like it. Perhaps a short "talking points" memo from Lucid headquarters could raise awareness in the "brand ambassador?" It could help to keep the message on-topic and focused. Perhaps.
It's a bit of a catch 22. You actually don't want your authentic brand ambassadors to tow the company line. You need to keep your individual perspective and identity to be authentic, otherwise it starts to sound like propoganda and people tune it out. Unless of course your angle is propoganda for the masses. I believe the Tesla propaganda machine (e.g Elon on twitter) has "worked" for a while but people are starting to call BS on it because enough people have experienced that the claims aren't real. It can work for a while though if you get the echo chamber going.

Back in my youth, i went full influencer and produced content about early EV's. It was a passion project and it was fun for me. That has much broader reach than one on one encounters.

One thing i'd like to see Lucid get into gear is their influencer / social media game. Unfortunately their early adopter audience is like me now, passionate about the product, but not sitting on tons of time to produce content. Traditional brand awareness adversing has it's place, but i believe the glue between 1:1 brand exposure and traditional is in the social / video space now.
 
It's a bit of a catch 22. You actually don't want your authentic brand ambassadors to tow the company line. You need to keep your individual perspective and identity to be authentic, otherwise it starts to sound like propoganda and people tune it out. Unless of course your angle is propoganda for the masses. I believe the Tesla propaganda machine (e.g Elon on twitter) has "worked" for a while but people are starting to call BS on it because enough people have experienced that the claims aren't real. It can work for a while though if you get the echo chamber going.

Back in my youth, i went full influencer and produced content about early EV's. It was a passion project and it was fun for me. That has much broader reach than one on one encounters.

One thing i'd like to see Lucid get into gear is their influencer / social media game. Unfortunately their early adopter audience is like me now, passionate about the product, but not sitting on tons of time to produce content. Traditional brand awareness adversing has it's place, but i believe the glue between 1:1 brand exposure and traditional is in the social / video space now.
I understand your point and it's an important one. I can't, however, seem to get past the "It's a Lucid."/"Who makes it?" bit that I hear so often. Maybe I meet people for whom cars are simply transportation and their needs are met by any one of a number of known car brands.
 
I understand your point and it's an important one. I can't, however, seem to get past the "It's a Lucid."/"Who makes it?" bit that I hear so often. Maybe I meet people for whom cars are simply transportation and their needs are met by any one of a number of known car brands.
That will come in time. Lucid is only in its 3rd year with a car in the market. Everyone else has had much much longer to get exposure.

I remember when the Model S first came out, it was the same thing. Very interesting and unique design. The non-car people were like wow what is that? Wasn't that long ago when Tesla was not well known and the big 3 were poo pooing it as some sideshow.
 
tesla is the great marketing instagram beauty with lots of followers and nothing to show for once you're with her for a while.

lucid is the one you end up keeping. sucks at marketing but the longer you with her, the more you realize she has everything that really matters.

give it some time.
 
I have to believe that a 30 day, widespread, 15 second, TV/radio, "Lucid Motors - Compromise Nothing" spot campaign will pique a lot of interest.

I’ve seen plenty of Audi commercials on the major networks and no Lucid commercials. Lucid sold more Airs than Audi sold eTrons. TV/Radio Commercials don’t carry as much weight as they used to.
 
I love my new Pure, but as my wife says: "You have to want the car - they dont sell it." Its like going to a 'speakeasy' to beg entrance to buy one.

I live in SC, but on the Wed. before Thanksgiving this year, I finally was near enough to a Lucid studio (in Natick Mall Mass.) to visit. It was noon, and every parking spot was filled with a graphite Lucid. There were at least 40 of them, leaving no space for customer parking. The showroom was100% empty of customers, but I did see a Gravity, and I had a good conversation with a very knowledgeable sales person. The showroom itself was not in the main floor level of the mall, but outside at a lower level. I do not know if there was an entrance in the mall or a car parked in the mall to entice people to visit. See picture. (There is a busy Tesla showroom in that mall.)

Two days later (Black Friday), I was on Boylston street (a main shopping street) in downtown Boston at the street level Tesla showroom - across from the Apple store. They had 3 cars on dispay in various colors (including a red model S - the only decent looking Tesla, in my opinion), and lots of people looking at the cars.

It is true that the days were different, but I think this is illustrative of the market problem (opportunity) Lucid has.
 

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Natick (it's part of the former Sears retail footprint) is my service location. I don't know about today but, in the past, I've seen a Lucid Air on prominent display inside the mall on the first level. I have to believe that display will continue.
 
Natick (it's part of the former Sears retail footprint) is my service location. I don't know about today but, in the past, I've seen a Lucid Air on prominent display inside the mall on the first level. I have to believe that display will continue.
Great!! Thank you - that shows they may attract mall customers! (I did not get to that old Sears end on the inside.)
 
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