Upping their advertising! Billboard!
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Because many car companies have found that design studios in California do better more saleable work than in other locations and countries. This is what my AI report said:
Car companies with design studios in California include established automakers like General Motors, Mercedes-Benz, Volvo, and Hyundai, as well as California-based EV manufacturers such as Lucid Motors, Karma Automotive, and Rivian. These studios leverage California's unique creative environment to design vehicles for global markets, focusing on both the design and the cultural influences that shape consumer tastes.
Major Automakers
- General Motors (GM):
Has an Advanced Design California studio in Pasadena, which focuses on creating new styling for GM vehicles.
- Mercedes-Benz:
Has design studios in California, reflecting the importance of the region for designing cars for various markets.
- Hyundai:
Operates a Design and Technical Center in Irvine, California, which focuses on designing cars for the North American market.
- Volvo:
Features the Volvo Design Center in Camarillo, a corporate think tank that draws inspiration from California's creative energy and lifestyle.
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Karma Automotive:
.
Has its Executive, Product Development, and Design headquarters in nearby Irvine, California.
Lucid Motors:
.
An electric vehicle company with a significant presence in California, including its headquarters and design facilities.
Rivian:
.
Another electric vehicle manufacturer based in California, utilizing the state's talent and innovative atmosphere for its design efforts.
- Cultural Influence:
California is seen as a global design center, with its proximity to the entertainment industry and a "free-thinking" culture that inspires innovation.
- Focus on North American Market:
Many foreign automakers use their California studios to design vehicles specifically for the North American market.
- Talent and Environment:
The state offers a creative and technical environment that attracts designers and engineers from around the world.
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FWIW that doesn't answer the question. That's a (mediocre but true) response to "why would you put your design studio in California?"
I asked about the marketing. 80% of the country doesn't live near and doesn't much like California generally. Think "America" would be much better than "California" in their stuff.
its mostly ChatGPT anyways
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That must be why they don’t buy iPhones either.
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I didn't realize Lucids were that revolutionary, to the extent that they created an entirely new category of product. I also didn't realize Apple marketed itself as the CA phone. Weird response.
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On every box:
Designed in California. Made in China. (Or India I think now., we’ll see when the new one arrives)
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JOEC answered your question on the first page of this thread. Since you didn't seem satisfied, I added more depth. But just in case I will quote what JOEC said:
"Again, the vast majority of customers for this car are in California. The rest are the type of person who wouldn't think California != America.
Anyone who would be turned off by the car being designed in California are not people who would buy this car in the first place, in other words. Why cater an ad to them?"
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The iPhone is no longer revolutionary. Every single box they still make says it was Designed in California. Not “America.”
Today, the iPhone isn’t all that much different from other Android devices; and yet people still buy iPhones, despite them being a “California company.”
My response isn’t weird; it is just counter to your point, which you may not like.
Maybe California Pizza Kitchen should just rename themselves America Pizza Kitchen too.
Lucid needs to make their marketing efforts accessible to owners, who are its best ambassadors. Twice this week I came out of a store to people ogling my Air, asking "who makes this car?" I would have loved to be able to have a QR code on my Lucid phone app that people could click to get more information. Even better if the code came with my Lucid owner info so I could qualify for a referral bonus! Seems like low hanging fruit.
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The Loaners I get always seem to have a QR window sticker, I wonder if you can get one that is hooked up to your referral.
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Your phone app literally has a QR code that is your referral link.
Yes, I know; that QR code takes you to the order page. My suggestion was a QR code that would link to a "what's a Lucid?" page--which is the question I get most asked! Embedding a referral bonus was really secondary to my main point.
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That makes sense - not a bad idea!
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Thats a mighty big assertion without evidence.
Seems like it isn't working. I'm no auto CEO (although I have advised them, including this one), but it's a poor marketing decision. It has no upside, and it only serves to limit your market.
It's not really counter. There's a difference between box labeling and active marketing and advertising. Maybe I've just been (un)lucky, but having lived in NYC, SF, south Bay, Chicago, TX...I've literally never seen an ad campaign calling out how great Apple is because it's in CA.
It's a weird choice. It's a downside-only asymmetric choice for a company that already struggles to sell their product.
Sorry to offend all the "CA is amazing of course it's a positive" with an obvious point lol.
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Here’s an idea - why not print a QR code sticker with a “Learn More About Lucid” text over it and stick it on the back of your car? Then wherever you go people can scan to learn more. Free QR code generators are everywhere online.
I like that idea. My issue is that is that the QR code should link to an "elevator pitch" type page on Lucid's website that neatly summarizes the questions I get every time someone walks up to the car: What's a Lucid? Who makes it? Is it an EV? Where is it made? Is it better than a Tesla? What's the range? How do you like it?
My typical reply (disclaimer--I'm not in marketing!): "Lucid is the company. It's based in California, built in Arizona. Founded by ex-Tesla engineer who owns a bunch of patents on the Model S. Over 400 miles range. It's the most comfortable, best driving car I've ever had."
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That’s a mighty big assertion without evidence.
Oh, okay
Apple's advertising agency, TBWA\Media Arts Lab, developed a global ad campaign around the phrase “Designed by Apple in California” to re-engage with customers. It featured newspaper and magazine takeovers and TV spots showing everyday scenes with Apple products. In 2016, Apple published a coffee-table book called "Designed by Apple in California" chronicling 20 years of its design history through 450 product photos.
In 2021, at the iPhone 13 launch event, called, and I couldn’t make this up if I tried… "California Streaming,” Apple opened with a cover of the song "California Soul." The video showcased musicians performing in iconic California locations like the Mojave Desert and Muir Woods.
Their OSs have been named Yosemite, El Capitan, Mojave, ffs.
They literally take extra effort to ensure everyone knows it is a California company, both in their advertising efforts and in their packaging. It is part of why they focus so consistently on sustainability, etc.
The Air is the best-selling vehicle in its class. What?
It’s not offensive to be wrong. I find it disappointing that your response to a valid point is to simply say “I’m right and you’re just offended.”
I could not care less if you like CA. I was born and raised in NYC. I like both. I also like other places. You can dislike all my favorite places and I still won’t care.
We’re discussing and debating facts and opinions, not feelings about where you or I live.
You don’t have to like CA. That’s fine.
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Here, have an article: https://www.fastcompany.com/90129351/the-history-of-designed-in-california