More than a decade after the Tesla Roadster launched and proved that electric vehicles were commercially viable, the nascent electric vehicle industry is slowly filling up with competition. Gone are the days where the only player in the EV game was Tesla; legacy auto makers and several EV startups have now thrown their hats into the ring in a bid to snag a portion of the lucrative electric vehicle market.
Lucid Motors (NASDAQ: LCID), an electric vehicle manufacturer initially founded in 2007 that unveiled its first EV in 2016, has launched widespread marketing efforts. Lucid’s first offering — the Lucid Air — has been lauded as one of the best luxury EVs on the market, with most reviews of the electric car being overwhelmingly positive. The Lucid Air currently has more than 20,000 reservations, and the California-based EV maker has sold around 300 units.
Lucid is now stepping up its marketing efforts to increase public awareness of its electric offerings. Prime-time television ads have been the go-to, with Lucid running an ad during the 2022 Oscars. This was the first time Lucid Motors advertised in the world of entertainment, preferring instead to run ads during news and sports programming in the past.
Although viewership figures for the Academy Awards have been on a decline for the past couple of years, the award show still presented a great opportunity for Lucid to get word of its products out there. In a recent interview, Marketing VP Jeff Curry said that the company “felt there was a moment happening around entertainment and film.”
On top of making appearances in a multitude of events across the western United States, Lucid Motors also hosted the Women of Def Jam celebration at its Beverly Hills studio on March 28, 2022. The event, which was held in honor of Women’s History Month, celebrated the record company’s advances in ensuring gender diversity and its recording artists.
Although it isn’t part of Lucid’s marketing efforts, celebrity drivers have also helped to drum up buzz for Lucid Motor’s products. Orlando Bloom, best known for his roles in the “Lord of the Rings” trilogy and “Pirates of the Caribbean” franchise, has purchased a Dream Edition in Los Angeles while Australian actor Kodi Smit-McPhee arrived at the Oscars in his Lucid Air.
Curry says talking about Lucid’s offerings is currently the best way to get people to know of its brand. The 2022 Lucid Air will have a starting price of $78,000 with an estimated range of up to 520 miles and 1,111 horsepower.
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