Back in 2023, Lucid Motors launched their oversized SUV with three row seating, space for up to seven adults, and impressive range (up to 440 miles initially projected). It was the first entry for the luxury EV automaker into the SUV category. The vehicle aesthetically looks like a 2006 Mazada MVP or Chrysler Pacifica minivan, aiming to redefine the segment with its efficient design and spacious interior. In 2024 the Gravity started deliveries to Employees (1). Customer deliveries followed in 2025 and were successful upon first launch. They even won the Good House Keeping's 2026 Family Car Award. The 2025 EV market is experiencing a significant slowdown in the U.S., with forecasts predicting the first annual decline in sales due to expiring federal incentives (around September 2025) and persistent buyer concerns like charging, range, and high prices, leading many to switch back to hybrids. (2)
Lucid Gravity costs $82,000 for the entry-level, higher trims like the Grand Touring begin near $97,000, and the Dream Edition at over $140,000.
"Blending physical and digital worlds to create an experience unlike any other. Lucid Gravity’s intuitive interface, customizable buttons and heads-up display help drivers stay focused on the road ahead. While parked, Sanctuary mode can transport you to some of the most serene places on Earth through a multi-sensory experience." (3) A digital driving experience, and their first in-house marketing effort reflected this overly complex approach focusing on the massive glass exterior. It was all about the stars. An ethereal experience that flew above and beyond the buyers heads, unless they were on a sterile family camping trip sans mud, dirt, debris or fun.
In 2025 with agency Giant Spoon, Lucid hired Timothée Chalamet and movie director James Mangold (known for Ford v Ferrari) for a new Gravity commercial called, "Driven." Mangold's cinematic storytelling is at its best, but the spot seems more appropriate for the high-performance Lucid Air Sapphire or an Audi R8 than a SUV minivan. Lucid signed a "multi-year partnership" with Timothée Chalamet as their new Global Brand Ambassador and has changed Gravity's strategy to "power, passion, and versatility to prove you really can have it all," which feels oddly conceived, clunky and pedestrian. Thirty year old Millennial Timothée Chalamet's persona seems too immature for the sophisticated luxury EV automobile maker and he's polarizing: disliked by the mainstream, but adored by the Kartrashian tribe. In other words, he's a poor fit for the aspirational brand. Ironically, "Driven" is a successful step forward for Lucid. While it screams "faux edgy" trying too hard to appear rebellious, dark, or unconventional and comes across as superficial, artificial and safe. It is one beautifully executed spot wrapped in a performance of boldness rather than genuine audacity (stolen car that's too fragile to crash through a fence), characterized by following shallow trends to seem cool.
The tagline "Compromise Nothing" works, but it reeks of the famous Adidas tagline "Impossible Is Nothing." Using it seems like a concession. In 2023 I provided Lucid's SVP of Design and Brand Derek Jenkins and Nathan Barbour Global Head of Brand a strategic marketing road map as David stated: they are "not advertising or marketing people," they are tech innovators and UI designers. Lucid Motors still has quite a ways to go. Saudi Arabia's Public Investment Fund (PIF) is Lucid Motors' largest investor, holding about 64% ownership and injecting over $8 billion since 2018. (6)
If you're a company looking to create an original, ownable, 360 marketing campaign to expand brand awareness and scale contact Kevin Amter. His work for Volvo, Audi, BMW and dozens of other Fortune 500 brands will strategically move your company in a winning direction.
SOURCE LINKS:
(1) Lucid Starts Gravity Deliveries to Employees, Customer Deliveries to Follow(2) The Truth About EVs Vs Hybrids In Today’s America
(3) Timothee Chalamet to promote Gravity EV as Lucid Motors’ 1st global brand ambassador
(4) Lucid Hires Timothée Chalamet To Sell $96,000 Gravity SUVs
(5) Here Are the Odds Lucid Goes Bankrupt in the Next 5 Years
(6) Lucid gets $1.5 billion cash infusion from Saudi shareholder
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